BLACK

RHINOS
10 Million Dollar Companies Who Win By Marketing Smarter
 Foreword
Black Rhinos walk their own path.

They fear no predator.

They are agile and change direction while running with ease.

Are you a Black Rhino?

Do you have the marketing skills to stampede over your competition?

Businesses like AppSumo, Tony Robbins, Supreme, and Amazon all dominate their competition
using creative marketing techniques.

The tactics in this book will give you a peek inside exactly how they create great marketing
campaigns that make millions of dollars.

Even if you’re not interested in growing a multimillion dollar company, what you’re about to read
will make you a smarter businessperson and marketer.

Here’s a small sample of what you’ll find:

� One ad campaign that made $329,619 with $11,157 ad spend (with the step-by-step
strategy and screenshots you can copy)! - PAGE 48
� An email marketing strategy that makes your customers constantly check their SPAM folders
(and the 2 types of emails used with the strategy)! - PAGE 127
� An AIDA lead generation quiz you can use to get your website visitors to answer a few
questions, so you can recommend your best product for their individual needs! - PAGE 74

You’re not going to learn marketing theory. This book has actionable takeaways you can apply
in your business right away.

For the AppSumo case study, I slept in their office for 5 months, interviewed the top talent on
their team, and found marketing secrets that their CEO was reluctant to share.

Inside I reveal all. So sit back, grab a hot cuppa Joe, and enjoy your behind-the-scenes look at
how some of the top online businesses in the world get customers.

Put a Black Rhino into every marketing activity you do.

Sincerely,
Chris Von Wilpert

P.S. Like many others, you might find yourself excited with all the business and marketing knowledge in this
book. If you want access to the most affordable email marketing tool for small business owners, head over
to Sumo.com. The tool is free to use, and was built specifically to grow the AppSumo business.
TABLE OF
CONTENTS
Chapter 1 AppSumo Case Study 01

Chapter 2 Tony Robbins Case Study 70

Chapter 3 Supreme Case Study 117

Chapter 4 Amazon Case Study 152

Chapter 5 Shopify Case Study 213

Chapter 6 HubSpot Case Study 269

Chapter 7 Slack Case Study 339

Chapter 8 Intercom Case Study 396

Chapter 9 MailChimp Case Study 453

Chapter 10 Sumo Case Study 510

 CHAPTER 1: APPSUMO CASE STUDY

APPSUMO’S
MULTI-MILLION DOLLAR
MARKETING PLAYBOOK

Sumo.com Growth Study

Peek inside AppSumo's multi-million dollar
marketing strategy
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There is one company in the world that makes more revenue per employee than Apple,
Facebook, Google, Amazon, and Slack. And they do it with no venture capital and no investors.
Who am I talking about? AppSumo.

I studied the tech giants’ 2017 10-K Annual Reports and compared their data to AppSumo.
Amazon with their $136 billion in revenue and 230,000 employees has over 5,000 times more
revenue than AppSumo, but let me ask you this question...

Would you rather run:

1. A big, Nasdaq-listed company with thousands of employees OR

2. A small, multimillion dollar business with 10 people you know by name, go surfing with
in Hawaii, and get together with to chow down on tacos every week?
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In fact, they've paid out over $13.9 million to their partners whose products they help promote
to millions of entrepreneurs. That's a lot of taco money.
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And they spend A LOT on expenses that come with helping startups reach millions of eyeballs:

Affiliates (who promote AppSumo products to their audience).

Paid Advertising (to help startups reach audiences they could never reach by themselves
with their small marketing budgets).
Employees (a small elite group dedicated to promoting the startups AppSumo partner
with).
At its core, AppSumo was built to help promote cool products. Sit up straight, lean a little closer,
and put your reading glasses on as I show you the key marketing tactics AppSumo use to
promote the world’s coolest products.

Note: Nothing in this case study is based on conjecture or theory. I traveled to Austin, slept in
the AppSumo office, ate their tacos, and extracted every last business, life, and marketing
nugget out of the world-class team behind AppSumo’s success. They gave me the inside scoop
on exactly what they do and how they do it.

Get access to the tools AppSumo used to make millions

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Tip #1

The Kopywriting Formula Of A $250,000 eCommerce

Sales Page

There’s one reason why AppSumo has some of the most die-hard fans (affectionately known as
Sumolings) compared to all other companies on the internet. It’s the same reason they can
convert email leads into over $250,000 in sales when they send one email.

The reason: kopywriting.

AppSumo has developed a unique brand voice. It is a personal voice… a good friend of yours
from college who can explain things simply and you enjoy interacting with them. Some key
characteristics that make AppSumo’s copy so compelling include:

They don’t make you feel stupid Show real results

They joke around No over-promising
They can make the boring seem exciting No clickbaity
Not too cheesy or meme overload No used car salesman
Not too wordy or corporate If it’s a serious topic, they’re more direct

Here’s an example of a very well copywritten headline that matches AppSumo’s brand voice
and audience (if you don’t understand the DJ Snake and Lil Jon song reference, you likely aren’t
AppSumo’s ideal customer anyway):

AppSumo is like the golden retrievers of the marketing world; reliable, friendly, personable and
a little silly, but wise, loyal and humble at the same time.
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The guy who started it all: Neville “The Brown Santa Claus” Medhora

Since the Kernest font deal, AppSumo has gone on to do deals with over $250,000 in revenue
using short 500-word sales pages. To show you exactly how they do it, I’ve broken down
AppSumo’s CloudApp deal page section-by-section.

1. Headline (short and intriguing, usually mentioning the benefit)

2. Subheadline (a bit more detail about the benefit)

3. Problem (common problem people have when not using the product)
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4. Video (add it in if you have one to increase credibility)

5. Pictures (demonstration of how to use the product)

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6. Internal validation (mention how you are using it, or showcase how another popular brand
uses it)

7. Examples (of how you can use the product)

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8. Original price (show it and validate it by mentioning how you or someone else pay that
price)

9. AppSumo price (show it and tell people they can get lifetime access with a link to buy it
now)

10. Testimonial (show a real testimonial from someone who’s already bought the product with
5 tacos from when you beta-tested the deal)
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11. Objections (go through common objections and debunk them)

12. Benefits (all the cool things you are about to get)
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13. Offer (final call to action to buy the product)

14. Scarcity (time until deal closes, how many deals are left)

15. Social proof (reviews and questions automatically sorted by most upvotes to kill
spammers)
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Golden Nugget: Don’t write your sales page in Google Docs, Word, or your email
editor. Write it inside Facebook messenger. It will help you write like you’re writing to
a friend (then copy it across to your website).

You don’t need a long sales page to sell a lot of product, but it’s critical that you have every
element I covered above if you want your sales page to convert people.

The takeaway: Use the AIDA formula to write short 500-word emails and sales pages that
capture attention and inspire action. Tony Robbins uses the AIDA formula to generate
leads on his home page with his AIDA lead generation quiz. AppSumo uses it to sell
millions of dollars worth of products via email, with this 15-part AIDA sales page framework:

Attention:
1. Headline (short, intriguing, usually mentioning the benefit)
2. Subheadline (a bit more detail about the benefit)
3. Problem (common problem people have when not using the product)

Interest:
4. Video (add it in if you have one to increase credibility)
5. Pictures (use case of how to use the product)
6. Internal validation (mention how you are using it, or if you’re not using it then
showcase how another popular brand uses it)
7. Examples (of how to use the product)

Desire:
8. Original price (show it and validate it)
9. Your price (show it and tell people they can get lifetime access with a link to buy it now)
10. Testimonial (show a real testimonial from someone who’s already bought the product)
11. Objections (go through common objections and debunk them)
12. Benefits (all the cool things you are about to get)

Action:
13. Offer (final call to action to buy the product)
14. Scarcity (time until deal closes, how many deals are left)
15. Social proof (reviews and questions automatically sorted by most upvotes to kill
spammers)
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Tip #2

10x Your Email List With Quarterly Giveaways

(Hint: Viral Coefficient k>1)

Every quarter AppSumo tries to do one giveaway. The first giveaway they did in October 2012,
a giveaway for 10 Dropbox lifetime licenses, helped the company grow their email list by
200,000 people.

Noah Kagan was drinking on a Friday

night when he got inspired by a
giveaway he saw on a women's deal site
called Bloomspot. He was going to do
the giveaway “ghetto” (without coding
anything), but Chad Boyda (now CEO at
Sumo.com) coded it up so people could
get extra entries for referring friends.

They launched it the next Wednesday

(five days after having the idea). After
one week the giveaway generated over
200,000 email signups.
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Regularly, it cost AppSumo around $5 to get an email subscriber through online ads like
Facebook back in 2012.

The giveaway cost them $60,000.

$1,200 a year (cost of Dropbox for a year for 10 people) multiplied by people living 60 years
= $60,000

Instead of paying $5 per email subscriber, AppSumo got 200,000 email subscribers for only
$0.30 each with this giveaway.

To get Sumo-sized results (like Chad and Noah did with the Dropbox giveaway) you need to try
new channels and new marketing techniques before others do. A giveaway with insane results
like this is not common, however. There were a few key factors Noah told me that made this so
successful:

1. It was viral with KingSumo (Chad coded the early version of KingSumo for
AppSumo to use internally and it went viral because of the referral entry feature)

2. It was early in the life cycle of Facebook and Twitter so social media spread faster
and wasn’t as crowded with other posts from your friend’s taco-eating competition

3. The early adopters of the social media platforms were AppSumo’s target market

4. Noah was willing to experiment quickly with using giveaways as a new marketing
tactic, and not many other people were using them yet (it only took Noah and Chad
five days from idea to execution)

More recently, Chris Schelzi (AppSumo’s Head of Marketing) ran a giveaway for a growth hacker
bundle with five winners that generated 30,822 entries.

These weren’t just people on AppSumo’s 1,700,000+ email list either. 18,564 of these were new
entries—people not already on their email list.

Chris tracked this cohort, and many of AppSumo’s best customers came through this giveaway.
He measured “best” by looking at the lifetime value of customers who came through the
giveaway versus AppSumo’s average customer lifetime value (CLTV). In 2016 AppSumo’s
average CLTV was $163.96; in 2017 Chris helped increase that average by 55.53% to $255.

To get a high CLTV with the giveaway, Chris got a bunch of partners who have a similar audience
to AppSumo to DONATE their tools, so AppSumo had to pay very little to get in front of a targeted
audience, but was able to give away prizes with a total value of $28,260.
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Golden Nugget: To reach a new audience, Chris bought five books from five different
authors, and got eight software and two eCommerce companies to donate products.
This gave AppSumo 13 potential opportunities to cross-promote with their partners'
audiences.

Here is the seven-step process Chris uses to get partners to donate products and share
AppSumo’s giveaway, and how you can use it for your business:

1. Create a list of all the companies you want to partner with for your giveaway

2. Find the CEO and CMO of that company

3. Email the CEO and copy the CMO on the email. Why both? Because chances are
it’ll work one of three ways:
1. The CEO will like the idea and then pass it along to the CMO to execute
(accountability)

2. The CMO will think it’s a great marketing idea that’ll make them look good
and then will pitch the idea to the CEO and convince them for you

3. Each could think the other will answer (so make sure to send the email to
the CEO and copy the CMO, not the other way around)

4. Highlight the major benefit your partner will get by participating when you pitch the
giveaway (Chris highlighted the huge exposure partners would get to be in front of
the 700k+ email subscribers AppSumo would email). Then make a small ask to get
your first little “yes.” Here is the first pitch email Chris sent:
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5. Once they agree to be a part of the giveaway, add in social proof, why it will work
for them, the halo effect of other companies doing it, and say “OK, I’ll need 10 free
licenses” or whatever. If you ask for a bunch of free things in the first pitch email,
it’s much more likely to get shut down. Here is the second email Chris sent, where
he outlines how the giveaway is going to work and adds more value to the partner
(see P.S. in email):

6. Collect all the prize codes and freebies ahead of time. For physical products
(notebooks, etc.) it’s better to have the partner mail them directly to the winner.
Much easier for your logistics.
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7. When the giveaway goes live, email all the giveaway partners with a media kit (see
below) and ask them to promote the giveaway to their audience. This makes it as
easy for them as possible to help share your message. Here is the email Chris sent:

Golden Nugget: Add a tracking link to your Media Kit so you can track how many
people click it, to get an idea how effective it is.

The media kit Chris put together gave people tweets, Facebook posts, email copy, graphics and
assets, links, etc. Chris used this before when promoting a crowdfunding campaign in the past
(at a different company) and it led to nearly $50,000 in direct revenue from the promotion
partners.

Click here to access the Giveaway Marketing Kit Chris uses

After the giveaway ends, Chris sends a thank you email to all partners. He does not share the
collected email addresses with partners; their benefit is getting exposure to millions of people
through all of AppSumo’s promotion of the giveaway.

Use this three-step process from AppSumo to promote your quarterly giveaways and get
thousands of email signups:
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Step 1 : Buy a KingSumo license.

This is the software tool AppSumo uses to run all their giveaways. In the video, you can see the
34 giveaways AppSumo has run since 2011 and how Noah built KingSumo into a $1 million
business.

There are a lot of reasons why

KingSumo is the best tool to use, but
the main one is that true virality is
engineered into the tool.

To make a giveaway go viral, you need

to get a viral coefficient >1. That means
turning every one giveaway entry into at
least 1.1 entries (i.e., for every 10 people
that sign up, there’s an 11th that signs
up). The higher your viral coefficient is,
the better your giveaway will perform.

The best way to increase your viral coefficient is for people to “share” your giveaway page (not
like, follow, comment, etc.). KingSumo has designed their software so that once someone enters
your giveaway, the first four actions they are incentivized to take is sharing your giveaway
across the four biggest social media platforms (Facebook, Twitter, LinkedIn, and Pinterest).

When someone clicks one of the sharing buttons, your post copy and image is automatically
inserted and optimized to make it one-click easy for entrants to share your giveaway and get
more entries.
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Step 2 : Pick a great prize with WOW factor.

The key to a successful giveaway is picking a prize that:

1. Your target customer wants

2. Will inspire action (aka has WOW factor)

If you don’t follow number one, you’ll get email signups that aren't directly related to your
product and won’t buy later (hint: don’t give away an iPad or iPhone).

You also want to make sure your prize has WOW factor. In other words, when your target
audience hears the headline of your giveaway, it makes them want to drop everything and enter
your giveaway.

Here are three “WOW factor” examples to get your creative juices flowing:

1. Business: Window installation company

Prize: Voice-controlled shutters for your entire house
2. Business: Luxury car sales company
Prize: Lease on a Mercedes for one year

3. Business: Cryptocurrency trading company

Prize: Trezor wallet with $1,000 bitcoin

Golden Nugget: Use “Authority Piggybacking” by picking a prize owned by a

company that will help you promote your giveaway (like Sumo did above and like
Chris did with The Ultimate Growth Hacker Giveaway). This can help you piggyback
off the audience of the prize owner and be laser-targeted with your promotion.
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Step 3 : Promote your giveaway.

If you’ve followed Step 1 and Step 2, then you don’t need to do a lot to promote your giveaway
in Step 3. You just need to give your giveaway the initial push to get it in front of your target
audience.
Here is a simple promotion checklist you can follow:

1. Send to your email list/push notification list/Facebook messenger list (send two emails:
giveaway launch email and last-chance email). The email goes to AppSumo’s full email list,
and there is no segmentation done because people have the opportunity to earn more
entries by sharing the KingSumo giveaway before it ends. Here is the giveaway launch
email AppSumo sent:

2. Post on your social media accounts (Chris and Olman did a Facebook Live stream five hours
before the giveaway ended for AppSumo)
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3. Ask your prize partners to email their list and share on their social media. Chris sent this
email to partners:

4. Make a list of your friends who have the audience you want to target and ask them to post
on their social media

5. Send a small amount of paid traffic to your giveaway page (e.g., if you are giving away
Dropbox licenses, advertise to Dropbox fans)

Remember to make it easy for your partners and friends to share by providing done-for-you
email swipes and social media assets like Amazon does for their partners when promoting their
charity program.

If you are looking for even more promotion ideas, here is a complete list of 134 traffic tactics
we’ve put together. However, if you need to over-promote your giveaway, then it probably
means your giveaway sucks (i.e., you didn’t follow step 1 and step 2).

The takeaway: Schedule a quarterly giveaway on your marketing calendar to

grow your email list. Get KingSumo, pick a great prize relevant to your
audience with a unique angle (bonus points if you can use “Authority
Piggybacking” like Chris did), and promote your giveaway to get it in front of
the people who would crawl over broken glass to get what you’re offering.
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Tip #3

AppSumo's Top 4 Email List Building Tactics

AppSumo’s whole business model is built around promoting cool products. Their email list is
their #1 promotion channel. Most people think popups are annoying, but they aren’t when you
time them right. AppSumo has proven that by using popups as their primary email list building
tactic.

Here are the top three popups they use (plus a bonus one). Before you copy them, click here to
get Sumo (AppSumo uses these behavior-based website popups from Sumo to grow their
email list).

AppSumo List Building Popup #1

Popup Type: $100 Freebies Popup
Popup Design: Sumo “Atomic” Template (available inside Sumo)
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Timing and Display: 15 seconds after being on the website

Result: 78,888 email optins

Why It Works:
It’s timed to only show after someone has been on the AppSumo website for 15 seconds,
so the visitor has had time to browse the latest product/deal before getting asked for an
email.
AppSumo’s audience (early-stage entrepreneurs) is looking for great deals, so the
marketing copy matches what they are seeking.
The value proposition is simple: get $100+ in free stuff every month.

AppSumo List Building Popup #2

Popup Type: New Product Popup (Optimized For Mobile)
Popup Design: Sumo “Focus” Template (available inside Sumo)
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Timing and Display: As a visitor using a mobile device leaves the website (except pages like
account or privacy policy, where you don't want to interrupt people)

Result: Doubled AppSumo’s email opt-ins in one day with a 100.49% increase in mobile
conversions and 2,022 new email subscribers

Why It Works:
AppSumo took one of their highest-converting popups on desktop and changed the button
position to improve the mobile layout.
The new button layout roughly lined up right under the user’s thumb to make it easier to
opt in while browsing on mobile (AppSumo has a lot of mobile traffic, so any improvement
is a good win).
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AppSumo List Building Popup #3

Popup Type: Expired Product Popup
Popup Design: Sumo “North” Template (available inside Sumo)

Timing and Display: All Depositphotos expired deal pages (plus AppSumo’s other top 10 expired
deals)
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Result: 7.5% conversion rate and 58 email subscribers

Why It Works:
It lets the visitor know that the deal isn’t live anymore, and collects their email, so they can
get notified and not miss similar future deals.
It improves user experience by letting people know the deal expired, yet still shows the
valuable deals AppSumo has to offer. Many visitors come from catching up on months-old
emails, and this beats showing them a sad taco.
It uses separate popups for different individual expired deals. When people find an expired
deal, the messaging is related to that individual software. This got the conversion rate up
to 11.48% on one popup.

AppSumo List Building Popup #4

Popup Type: Referral Traffic Welcome Mat
Popup Design: Sumo “Creative” Template (available inside Sumo)
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Timing and Display: Referral traffic from Tim Ferriss’s website

Result: 6.3% conversion rate and 704 email subscribers

Why It Works:
It’s personalized based on the referral traffic source (Tim Ferriss website visitors see a Tim
Ferriss-branded popup).
It leverages the “association bias” (one of 25 cognitive biases people have) to make
AppSumo seem more credible and trustworthy by associating their brand with someone
they trust (Tim Ferriss).
Tim’s readers are a little more “fun” so the buttons “GIMMIE!” and “Nah, I’m a nerd” tested
better than just “Download” and “No Thanks.”

These are four of AppSumo’s most successful popup types. If you want help discovering which
popup types can help grow your email list, you can get a free site optimization from Sumo’s
Optimization Team when you visit this secret page (warning: only apply if you’re ready to grow
your email list with an onslaught of new leads who are eager to buy what you sell).

The takeaway: There are four simple ways to grow your email list:

1. Come up with a relevant offer for your audience and promote it on a popup
that is timed to show after people have been on your website for X seconds
(AppSumo do this with an offer to get $100+ free stuff every month after
someone has been on the site for 15 seconds)
2. Find your highest-converting email popup and create a mobile-optimized
version with your call to action button below your email opt-in field (AppSumo
do this for their sitewide deal notification popup that shows when someone
tries to leave the website)
3. Put email popups on your expired product pages (AppSumo put it on their top
10 expired deal pages with the most traffic)
4. Create email popups on your website based on your referral traffic data
(AppSumo create popups from big referral traffic sources like Tim Ferriss’
website)
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Tip #4

Get Your Next Big Business Idea By Mixing 2 Markets

Together (AppSumo = Web Apps + Daily Deals)

Chief Sumo Noah Kagan (#30 at Facebook, #4 at Mint) is the CEO of Sumo Group Inc., started
in March 2010. Sumo Group consists of four different companies (AppSumo, KingSumo, Sumo,
and Briefcase HQ). Before Noah owned any of them, he was a solo entrepreneur trying to make
money with a big business idea (after his first startup named Gambit failed).

If you know Noah, he’s a smart, humble, taco-loving guy, who will be the first to tell you that
“everything's a copy of something else.”

It’s hard for Noah’s brain to come up with big, original ideas unexpectedly when he’s singing
Skinny Love in the shower, so back in 2010 Noah mixed two markets together to come up with
his big business idea for AppSumo.

Here is how Noah’s “taco brain” thinks:

1. I like marketing (I did it for Mint.com and grew the business from zero to 1 million users in six
months #success #NoahGetsConfidence)
2. Dropbox and other web apps are growing damn fast (Dropbox took seven months to get 1
million users in 2009)
3. MacHeist 3 sold 88,401 Mac app bundles at $39 each with a two-month deal to rake in
$3,447,639 revenue (If time-limited deals work with MacHeist and Mac Apps, it’s going to
work with other verticals)

Knowing this, Noah used what I call the “Two-Market Method” and decided to help web apps
get customers by using time-limited deals.

Market 1 : Web apps (like Dropbox)

Market 2 : Time-limited deals (like MacHeist)
Noah’s idea : Time-limited deals on web apps (cha-ching!)

He copied MacHeist’s successful business model by mixing the web app market and the
time-limited deals markets together with his love for marketing to come up with his business
idea.
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Noah even mocked up a MacHeist deal in a spreadsheet using some conservative numbers
before starting AppSumo to get a rough idea of the business potential.

Here are three big business ideas I brainstormed using this “Two-Market Method” to show you
how easy it is:

Big Idea #1 : Supplements for UFC fighters

Big Idea #2 : Real estate investing for retired Navy SEALs
Big Idea #3 : Daily deals for Kickstarter products

Golden Nugget: Don’t overlook Big Idea #3. When I asked AppSumo’s CEO (Ayman
Al-Abdullah) what other markets he saw ripe for an AppSumo model, he whispered in
my ear “anything on Kickstarter” (backpacks, clothing, gadgets, etc.).

To prove his idea, Noah created a website to collect emails from friends, using a sexy picture of
his friend Paul “Stammy” Stamatiou:
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This was a big mistake for two reasons:

1. Collecting emails isn’t validation, getting money is

2. No one knows who the heck Paul is, except maybe his Mom

Noah started A/B testing landing pages to collect more emails and wasted precious time until a
friend slapped him in the face and said, “Go validate that people actually want this thing, NOW!”

For his revised attempt at proving the AppSumo idea was viable, Noah did two things:

1. Found a free web app he knew people were using

2. Saw if he could sell the paid version of the app to people

Noah is a big Reddit user, and he saw a crap ton of people on the top of Reddit’s home page
were using a free web app called Imgur.

When Noah saw this, he got to work brokering a deal with the founder of Imgur (Alan Schaaf) to
sell the $29 paid version of the product.

Noah brokered a deal with Alan to receive $22 for every $29 Imgur subscription he sold. Noah
then set a quant-based marketing goal (the same thing he did to grow Mint from zero users to
one million users in six months) for his idea to be considered “validated.”

Noah’s validation goal = sell 100 Imgur subscriptions.

He decided on 100 after calculating his time value of money. If he could find, secure, and launch
a deal in two hours, he wanted to have a return of at least $300 for those two hours of work. At
$3 commission per sale (after all his marketing and expenses), 100 sales was that amount.
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Here’s the email Noah sent on May 11, 2010, to Alan about what he was going to do to promote
the deal:

To make the deal successful and get 100 customers, Noah sent a cold email to Chris Slowe, a
Reddit founder, inviting him to breakfast at Pork Store Cafe in San Francisco. Here is some of
Noah’s post-breakfast rapport building:

Golden Nugget: Kevin “Mo’ Money Mo’ Tacos” Mendoza on the Sumo Optimization
team said this about selling once: “Everyone has their own form of communication, so
wherever they respond that’s where you continue the conversation.” That’s exactly
what Noah did here, responding via Google Chat where the conversation started.

As you can see, Chief Sumo is a real smooth talker over Google Chat after his breakfast dates.
Noah bought Chris breakfast and plainly asked him if Reddit would provide some free
advertising since he was promoting something valuable to Redditors.
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Chris agreed, and Noah created AppSumo’s first-ever ad (a banner ad for placement on Reddit):

Noah sent traffic from the ad to this simple landing page (he got a $12/hr developer to create
the “Buy Now” button and connect it to his PayPal Pro account).

Golden Nugget: Focus on your “Velocity to $1” (i.e., the fastest path to earning your
first dollar) and use a PayPal.Me link on your ad (i.e., a link you can share with anyone
and get paid instantly). In hindsight, Noah would have directed the ads to a PayPal
page (instead of creating this page) to save time while validating his idea.
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Notice how Noah didn’t sell Imgur for $29 and try to be greedy. Instead, he made Redditors an
“Impulse Buy offer” (an offer with so much value that people buy on impulse instead of after
careful consideration) by discounting the full retail price over 50% and selling it for $12.99.

This is the same marketing tactic Noah (and his four-person marketing team) used when he
stepped in as Interim Director of Marketing at Sumo to generate over $100,000 sales in one day
using Cart Casino.

When the Reddit ad went live, AppSumo’s first dollar came rolling in because the “Impulse Buy
offer” was so irresistible. PayPal eCheck payments like the one below kept rolling in until the
Imgur deal ended and Noah had sold more than 200 Imgur pro accounts.

Noah lost $5 in fees on every $12.99 sale for PayPal eCheck payments like this and the
standard PayPal processing fee on others, but it didn’t matter… his goal was to validate his
business idea, not make money (yet). When Noah got a PayPal notification email, he manually
sent the buyer the deal code to redeem their Imgur Pro account and asked two questions about
their purchase.
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Golden Nugget: Use conversational marketing to find out why your customers bought
from you and what else they want so you can sell them more products in the future.

Noah used conversational marketing in his sales confirmation email by asking two simple
questions he could then use to find more AppSumo deals.

From this simple email, Noah found people wanted big discounts on Dropbox, Zendesk,
Typekit, and other specific web apps. This led to the first giveaway Noah ran. He gave away 10
lifetime Dropbox licenses, and he started growing his email list from hundreds to thousands of
email subscribers (as I showed you in Tip #2).

Here is a breakdown of how you can use the psychology behind Noah’s email questions to sell
more:

Q1: What made you interested in buying [Product X]?

• Understand the #1 reason “why” your customer bought so you can use it in your future ads,
landing pages, and product offers
• Take what your customer said and use their own words on your sales page to convince more
people to buy

Q2: What other websites/services would you want big discounts on?
• Find out what else your customer wants to buy, tag them in your CRM, then email them
when you have the product they want
• Use your customers’ feedback to find and promote your next product
• Use the feedback to run a giveaway to grow your email list

This is next-level marketing genius that really works.

After Noah hit his Reddit Imgur business validation goal, he did his second deal by finding
popular tools people used via another website: Lifehacker.

He packaged the most popular productivity web apps mentioned on Lifehacker (Evernote,
RescueTime, Remember The Milk, TimeBridge, and MindMeister) into this productivity app
bundle:
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Again Noah used an “Impulse Buy offer” to sell $150 worth of web apps for only $55. Just like
he got Reddit to promote his deal with an ad, he got Lifehacker to showcase it in an article:

Golden Nugget: In addition to getting targeted niche sites like Lifehacker to promote,
Noah said the best tactic was to get the deal partners to send alerts to their people
(free users that want to know about it).
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Noah sold almost 500 bundles at $55 to make around $25,000 total sales. But he only made
2% profit (after paying partners, payment processing fees, and raising $5,000 for charity). If you
calculated his hourly rate, he would have made more money working at Taco Bell.

But Noah didn’t care. The time value of money wasn’t his goal here. His number one priority was
to grow an email list of 50,000 qualified people (not quantity) that would buy cool things that he
puts out. Noah was happy for his deal to break even, if he could build his list of qualified buyers
who want to get updates about more AppSumo deals.

After the Lifehacker deal Noah sold more bundle deals, but quickly realized he could sell more
and sell faster by moving to individual deals. The bundle deals helped Noah build his qualified
email list of buyers, but took a lot of work to coordinate.

The key to Noah’s early success was that he worked backward from where his audience was
online. He researched what web apps people used/wanted on a particular website (Reddit,
Lifehacker, etc.) then promoted discounts to those web apps on the same site.

The takeaway: Focus on growing your list of qualified buyers. Noah launched Sumo
in 2014 to help entrepreneurs do it. Click here to get Sumo (the features on the
eCommerce plan help you grow your buyers list). If you’re trying to find and validate
your next big business idea, here are the five steps you can use to do it:

1. Use the “Two-Market Method” to brainstorm business ideas by mixing two different
markets together
2. Pick the one idea that most interests you (Noah had past success growing Mint and
saw how fast web apps were growing, so he chose to promote time-limited deals
on web apps)
3. Set a customer validation goal (Noah set his at 100 customers, which was equivalent
to a $300 net profit)
4. Promote your idea to a niche audience to see if you can get money for it (Noah
worked backward from where his audience was and promoted his Imgur deal on
Reddit, where lots of people use Imgur)
5. Use conversational marketing to ask your buyers simple questions you can use to
sell more later (Noah asked one “why” did you buy this question and one “what”
else do you want question)
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Tip #5

Send More Email, Make More Money (With The

12-Week Email Challenge)

The more emails you send, the more money you make.

It’s as simple as that.

Over 50% of AppSumo’s revenue comes from email. Not Facebook messenger bots, not
webinars, not 47-part behavioral dynamic email drip sequences.
Just plain, simple email broadcasts.

Ayman told me: “businesses aren’t sending enough email.” While everyone is busy trying to
“automate” their marketing, AppSumo is sending offers to their email list every week. To see
how they do it (and make six figures profit per email) watch Ayman lay it down for you:

Damn… Ayman be droppin’ those knowledge bombs. You could try to figure out how to make
money with email yourself—or follow a concept I like to call, “JUST DO WHAT AYMAN DOES.”

Ilona "Witty Emails" Abramova (AppSumo's Email Marketing Manager) is now the brains behind
AppSumo's email marketing strategy. She often sends emails for deals to AppSumo's whole
email list. When she does segment, she sends to two main lists:

1. Active folks: Been on site, Clicked, or Purchased in the last 90 days

2. Inactive folks: Opened an email but has been on site, hasn’t clicked and hasn’t purchased in
the last 180 days
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They do very little segmentation because being an entrepreneur, especially a solopreneur,

requires you to wear many hats. So a designer may still need an accounting and billing software
(not only accountants). If AppSumo were to segment by job, they’d be missing a lot of these
multi-hat entrepreneurs.

Click here to see the email marketing tool AppSumo uses to send emails to
350,000 people at a time with 99% email deliverability

AppSumo sends a launch email and a last-chance email, and only excludes people from the
last-chance email who’ve already bought the deal.

Back when AppSumo was trying to find what would work, Ayman tested eBooks, courses,
software and consulting offers. Then he’d track which had the highest amount of sales and do
more of what was working.

From all the testing Ayman did, he stumbled upon one of the best deals in AppSumo’s history:
Depositphotos.
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Chris Schelzi (AppSumo’s Head of Marketing) broke down for me why he thought the
Depositphotos deal was so successful:

1. There’s a wide audience for the deal (most people use or need stock photos whether setting
up a website, running an eCommerce business, designing social media images, or creating
Facebook ads)
2. The deal (100 photos for $49) is repeatable so people can buy it multiple times
3. Photo credits never expire (people know at some point in their business they’re going to
need them)
4. The email and sales pages use a lot of the Depositphotos images (so people could see the
value of using these photos)

Based on the data, Ayman and Chris have developed a system to find and promote more
popular deals like Depositphotos.

To find out what offers work best for your audience so you can go from making six figures to
eight figures in revenue like AppSumo did, Ayman said every business owner should do the
“12-Week Email Challenge.” This is where every week for 12 weeks you send one email to your
email list, with a different offer each week.

For AppSumo, this meant promoting a different product to their email list every week. For you,
it might mean promoting:

• Deals on different products (eCommerce)

• Complimentary service offerings (agency/consulting)
• Add-on services (software)

To help you get started, here are 12 example offers for an eCommerce business so you can see
how it can be done:
Week 1 : New product in category X
Week 2 : Buy one, get one free
Week 3 : Discount on worst-selling product
Week 4 : Bonus for buying best-selling product
Week 5 : Bulk buy package
Week 6 : Five best-selling products for one discounted price
Week 7 : Personal consultation when you spend >$100
Week 8 : Buy product X, get product Y free
Week 9 : Unique product package
Week 10 : Free shipping
Week 11 : Chance to win $500 when you spend >$100
Week 12 : Biggest daily spender wins flight to X destination
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The takeaway: Send more email. Email is one of the most powerful marketing assets
and money-making tools you have. Start by doing the “12-week email challenge” and
schedule a time every week to send your email list a different offer.

Tip #6

AppSumo’s 12-Point Product Promotion Checklist

(Exactly What Happens To Promote Every AppSumo
Product)

When AppSumo launches a new product/deal, there is a documented system they use EVERY
time to guarantee consistent results. They don’t just blast an email out to their email list and then
hope for the best.

Here is the high-level 12-step deal flow every AppSumo deal goes through:
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Click here to see the tool AppSumo use to document their systems.

Every step in the deal flow has its own checklist that the AppSumo team uses on a daily basis.
From stage 1-12 in the system when the “Deal Is Sourced” to the “Email Launch”, AppSumo has
a unique process. Here is a summary of how it works:

1. AppSumo has a closed Facebook group with threads to gather product suggestions from
Sumolings (aka AppSumo fans) about deals they want. AppSumo posts regularly (about once
per month) for requests, then Olman Quesada and Jeff Lurie (AppSumo biz dev reps) source
and close deals based on the suggestions.

2. Olman and Jeff add the deal to AppSumo’s internal Google calendar.
3. AppSumo’s persuasive copywriter writes the copy.
4. Two weeks before the “official deal launch”, the team pushes the deal live on the AppSumo
website. Eager buyers buy, the team gets feedback on the deal, and they can go back to the
partner company to make the deal even better.
5. If the deal has bad reviews from the early buyers, the team cancels the deal. If there is good
feedback, the team moves forward with the deal based on the deal’s “Taco Multiplier”.

Golden Nugget: The “Taco Multiplier” is an internal metric the AppSumo team
developed to determine how profitable a deal will be before spending money to
promote it. It is calculated by the multiplying the deal’s profit by its 5-star taco rating.

Taco Multiplier = Deal Profit x 5-Star Taco Rating

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6. If the Taco Multiplier is above a certain threshold (the threshold is top secret—only Noah,
Ayman, and Chris know it), then AppSumo promotes the deal by sending the email, sending
the deal to affiliates, and running Facebook ads.
7. The deal is live for 7-10 days; then a 24-hour last-chance email is sent.

Obviously, this is a simplified summary of AppSumo’s entire deal flow, but I think from these
seven nuggets you can now see why every public AppSumo deal is so successful. It’s not luck;
it’s engineered taco-money-making genius.

The takeaway: Multimillion dollar businesses are built on systems (and tacos), not
luck. Document the high-level system for your whole business like AppSumo did with
their “Onboarding Deal Flow” diagram, then create checklists for every major stage in
the system.
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Tip #7

5 Things That Didn’t Work (Read This If You Want To

Save 1 Year Hustlin’ Your Face Off)

In marketing these days everyone is writing about what’s working, but what about all the stuff
that didn’t work? What most people won’t tell you is that most of the marketing tactics they tried
didn’t actually work.

So I sat down with Ayman and asked him “what didn’t work and why?” Here is a list of five big
things that didn’t work for AppSumo, and a framework you can use to prioritize your own
marketing tests.

1. Didn’t Work : Drip emails

Why : If it feels like a welcome series, no one will read it
Solution : Send broadcast emails that are already working

2. Didn’t Work : AppSumo’s original home page

Why : It just listed what people would get (aka “the offer,” with scarcity)
Solution : Use 500-word copy written sales pages to sell the product using the AIDA
formula (aka sell the problem, solution, and offer with scarcity)
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Tip #7
3. Didn’t Work : Instant popup
Why : Fewer quality email conversions than a Welcome Mat or Timed Popup
Solution : Use a Welcome Mat to increase email conversions

4. Didn’t Work : AppSumo Secret Sauce eBook deal

Why : The AppSumo audience was not buying the deal after it was live in the
AppSumo store, before the email. Because people weren’t buying, AppSumo
pulled it from the store and canceled the email.
Solution : Find and source deals based on fans’ feedback inside a closed Facebook
group to increase the probability of success (and save marketing time
prepping copy and graphics for deals that get canceled).
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Tip #7
5. Didn’t Work : Deal page comments version 1.0
Why : People were creating multiple accounts and posting similar comments to make
it sound like there was a big outrage against the deal.
Solution : Add how long someone has been an AppSumo member under their name.
Since rolling it out, it’s become a badge of honor to have been around a long
time and bought a lot of deals. It gives buyers credibility, so AppSumo sells
more products, buyers find better tools, and the community gets trusted
voices to review tools honestly (Win-Win-Win).

Because marketing ideas fail all the time, the AppSumo team pivots quickly based on feedback
(within hours). They have a simple process they’ve used for years to prioritize what marketing
ideas and new projects they are going to work on next. Here is what it looks like:

Click here to get access to the Marketing Ideas

Matrix spreadsheet AppSumo uses
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Tip #7
Here is how you can use this in your own business:

1. List every marketing idea you have in column A

2. Rank the ease of implementing each idea (hard to easy on a 1-5 scale) in column B
3. Rank the impact each idea will have (low- to high-profit on a 1-5 scale) in column C
4. Add your “ease” score to your “impact” score to find which ideas have the highest score in
column D
5. Work down the list, starting with your highest total score idea

Chris Schelzi at AppSumo is a master at testing new marketing channels, then hiring someone
to scale the channel if he can validate it works. He calls it his “Test And Invest” method. He uses
this exact same process to prioritize which new marketing channel he is going to test next:

When Chris decided to test the affiliate marketing channel for AppSumo, his goal was to take it
from $0 to $100,000 in one year. To start signing affiliates, he added a link to sign up for
AppSumo’s affiliate program to the bottom of deal pages. The link was at the bottom of the
page, below all the comments, in faded black letters in small font—and it still generated interest.
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Chris grew the affiliate program quickly, pulling in hundreds of thousands of dollars per month
(his top month was $380,000 from affiliates). Once he’d validated the channel within six months
himself, he invested in an external affiliate agency in Austin to handle support. He then hired
Nick “DJ Taco” Christensen to coordinate with their affiliate manager (who sends a weekly email
to 1,800 affiliates).

He did the same with Facebook ads, growing it to $5k/month in revenue, then used that money
to ultimately hire Jack Paxton to take it to $10k/month and beyond (aka he tested, then invested
in the marketing channel). To do the same, get someone on your team to spend some time
growing the channel to validate it works, then reinvest into scaling that channel.

The takeaway: Most of your marketing tests and ideas are going to fail. To prioritize which
ideas have the most chance of success (easy to implement and high profit) stack rank new
ideas using the marketing ideas matrix. You can use this framework to prioritize new
marketing promotion ideas, new marketing channels, new products or even new software
features. Work on the idea yourself to validate it, then hire someone else to scale it.
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Tip #8

How To Spend $11K And Make $329K With Facebook

Ads In 1 Month (Hint: The “Thumb-Stop” Hack)

Not many companies can pull off a 29X ROI on their advertising spend. AppSumo can.

To find out how they consistently turn $1 into $2 (in one case $1 into $29), I asked Ayman and
AppSumo’s Facebook ads genius (Jack “50 Million Dollar Man” Paxton) to tell me exactly how
they do it.

Here are six Facebook advertising tactics (and one nugget of wisdom) AppSumo follows, based
on what they’ve learned spending over $1 million on Facebook ads to run high-performance ad
campaigns (#1 is the most important if you want to reduce your stress levels and make sure you
have a proven offer first).

1. Start by focusing on cold email and cold calls (once you get to seven figures in revenue then
start thinking about Facebook ads). Here’s an example cold email Noah got one of his early
sales guys to send for the Kernest deal that made close to $10,000 sales, before ever starting
FB ads.
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2. Start with your end goal and then work people down your funnel. AppSumo’s end goal is to
get someone to buy their deals.

3. Retargeting should be your #1 performer because these people have purchasing intent from
visiting your sales pages in the past. You just need to work them down your funnel. Just take
a look at AppSumo’s results from one month retargeting if you don’t believe me:

Campaign : Past-Purchase Retargeting

Result : Spent $11,157. Made $329,619.
ROI : 29.5X

Campaign : Email Engagement Retargeting

Result : Spent $19,354. Made $44,621.
ROI : 2.3X ROI

Campaign : Facebook Post Engagement Retargeting

Result : Spent $10,432. Made $25,771.
ROI : 2.4X ROI

Golden Nugget: Past-purchase retargeting is the art of getting people to make a

repeat purchase. It is AppSumo’s highest-ROI Facebook ad campaign. Jack said it has
great ROI because people are already familiar with the brand. It’s also much easier to
convert someone who has already purchased from you.

4. Every Facebook image should have a designer build a beautiful asset (don’t DIY with Canva).
The image creative is your highest ROI asset. Here is AppSumo’s top-performing retargeting
ad creative:
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Golden Nugget: This ad uses a 24-second video. Jack could have just used a still
image, but by making it into a video, he can retarget people based on how long they
watch the video. In other words, he can build a higher-quality retargeting list from
people who have watched >80% of the video versus people who have only watched
<20%.

5. You should be running one piece of ad creative against dozens, sometimes hundreds of
targeted audiences. Here’s an example of where Jack used $335,769.88 to run a single ad
across 60 campaigns and 341 ad sets (it did pretty gooood making AppSumo a cool
$1,365,480.10 and only took Jack 4-6 hours to research all the audiences using Facebook
Audience Insights, Suggested Interest Targets, and SimilarWeb):

Click here to get a link to AppSumo’s 1 million dollar ad

6. For one ad creative, use one post ID over and over again so you can build social proof (like
Jack did above to make $1 million with one ad). When people see a post with beautiful ad
creative and thousands of likes, it creates a thumb-stopping effect. Here’s just one example
of an AppSumo ad with 8,200 likes:
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7. Some of the best ad creative comes from outside your company. Get a fantastic user
testimonial or featured on a big site? Send it to your designer to make it into ad creative and
leverage it for social proof. This 16-second video ad with testimonials from Entrepreneur, PC
Magazine and 99signals got 5,200 likes, 317 shares, and 161 comments:

Click here to get access to

a behind-the-scenes video with
all of AppSumo’s Facebook
advertising tactics
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What’s unique about AppSumo’s Facebook ads strategy is they follow this simple data-driven
“TEST-WIN-SCALE” system:

TEST: Initial round of testing three ad variations (targeting three ads against one cold audience
with multiple interests inside one ad set, so the ads are being tested on a neutral audience).

WIN: Pick the highest return on ad spend (ROAS) ad variation as the winning ad. A clear winner
is usually found after spending between $500-$1,000.

SCALE: Scale the one ad across multiple audiences.

This makes sure that all social proof is applied to one ad as opposed to being spread out across
multiple ads. AppSumo has found that the power of social proof outweighs the power of one
customized ad per audience.

The takeaway: There are six Facebook advertising tactics (and one nugget of
wisdom) that have helped AppSumo get to $400,000+ profit in one month from
Facebook ads:
1. Start Facebook ads after you break seven figures in revenue
2. Start with your end goal, then work people down your funnel
3. Retargeting is your #1 performer (try past-purchase retargeting, email engagement
retargeting and Facebook post engagement retargeting)
4. Every Facebook image should have a designer build a beautiful asset
(don’t do Canva)
5. Test dozens/hundreds of audiences against one ad creative
6. Use one post ID over and over again so you can build social proof
7. If you have testimonials or have been featured on a big site, use user-generated
creative for your ad
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Tip #9

How AppSumo Launched A Million Dollar SaaS

Company In 5 Months

On June 1, 2017, AppSumo launched a new AppSumo project called Briefcase (where
entrepreneurs can get dozens of software tools for one low monthly price). In five months the
SaaS product was on track to do a million dollars annual recurring revenue.

Note: AppSumo wanted you to know that while Briefcase is a $1M+ business, it's still far from
profitable. Don't let anyone distract you with flashy "7 figure" case studies - the real truth is behind
the revenue numbers. Many self-proclaimed “7 figure” entrepreneurs barely make $50k per year.
Briefcase is one of the fastest-growing SaaS companies of all time. However, when Chris Schelzi
showed me the landing page they used to launch Briefcase, I thought “this is as ugly as a
monkey’s ass.” But as ugly as it is, it worked. This simple landing page got AppSumo their first
seven customers (aka the OG 7) for a brand-new untested product.

Briefcase (formerly known as AppSumo Black)

started with this one page and a simple
four-section hybrid pre-sell/checkout page that
you went to after clicking the “Join AppSumo
Black Today!” button. Here is what the checkout
page looked like:
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Section 1
Headline including price, what you get, image and signup form with three form fields.

Section 2
A list of the 23 software tools you will get, the retail price, screenshot (or video) of the software,
and a one-line description.

Section 3
The price of the product versus the price of buying all the products separately (aka “The Value
Stack”).
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Section 4
The same signup form that was at the top of the page (to make it easy for people who wanted
to read the full checkout page to sign up straight away).

Click here to access the landing page software

AppSumo used to build this simple four-section landing page

After building this landing page, AppSumo started running Facebook ads to it, to see if they
could validate that people would actually pay for it. Using ads is a smart way to quickly validate
if your idea will work, like Noah did with Reddit ads on his first-ever AppSumo deal. Here is the
Facebook dark post AppSumo used to get their first seven customers for Briefcase:
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When someone bought the product, Chris would jump on a call with the customer and ask them
some simple questions ( just like Noah used conversational marketing via email back in 2010
after someone bought Imgur). Here are some of the questions Chris asked Briefcase customers:

1. Why they joined

2. What they were looking to get out of the product
3. What other software they’d really like to have in the product

Chandler "Full-Stack" Thompson (AppSumo's Lead Engineer) who built the Briefcase product
would then use that feedback to improve the product. This feedback loop lasted for three
weeks, then Chandler rebranded AppSumo Black to Briefcase and the AppSumo team started
running more Facebook ads to grow the SaaS business, like this one:

Since working with those first seven customers, AppSumo has grown Briefcase into a $1 million
business in about five months. They offered a seven-day free trial of Briefcase at the start of
October (collecting credit cards upfront) to get an initial spike in signups. Then they ran a big
marketing promotion on Black Friday, where they did a million-dollar launch.

To promote Briefcase’s million dollar launch during Black Friday AppSumo built one landing
page with their Black Friday offer and then did everything they could to drive traffic to it. There
were two key steps to the million dollar launch.
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Step 1
Convert the Briefcase home page into one professionally-designed landing page with this
four-part Black Friday offer:

Part 1 : “Black Friday Sale” headline and a single call to action. The top of the page was
intentionally designed to be simple because the value proposition ($1,419/month retail
value of software for $49/month) was mentioned in the promotion to get people to the
page.

Part 2 : Early access to AppSumo deals in 2018

Part 3: $50 Amazon and $50 AppSumo gift cards for buying Briefcase Monthly Pro, or
$200 Amazon and $300 AppSumo gift cards for buying Briefcase Yearly
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Part 4 : Promise of adding more software tools regularly

With the one landing page and offer ready, AppSumo now needed to drive traffic to the page
(ideally entrepreneurs who this deal would appeal to). This is where Step 2 comes in.
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Step 2
Drive traffic to the landing page with the offer

Here’s a list of the different promotion items AppSumo did to get entrepreneurs to visit the
above landing page:

• Email to AppSumo 1.7M email list

• Product Hunt

• Facebook Ads
• Affiliate promotion (from AppSumo affiliates)
• Partnership promotions (offering Briefcase as an upsell for certain online business courses)
• Facebook Groups postings

For platforms and partnerships that AppSumo knew were going to drive a significant amount of
traffic, they got custom “above-the-fold” designs made for a handful of promotion partners
(Product Hunt, Dribbble, and Tim Ferriss) to drive traffic to their own version of the Briefcase
offer. Here is a side-by-side comparison of how they looked:
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Golden Nugget: Customize one part of your landing page for your partners/affiliates,
so it looks like your partner has their own custom landing page to increase both of
your sales. One Sumo customer did this and got 130 people to buy his eCommerce
product from one affiliate promotion.

Before you go and copy what AppSumo did to make sales and validate your own business or
product though, know this… Briefcase was successful because AppSumo found an offer that
converts.

The offer: $1,419/month retail value worth of software for $49/month (plus the promise of adding
more software as your subscription continues) is…
• Insanely good
• A clear value proposition
• More compelling than any software bundle offer on the market

Then on Black Friday AppSumo stacked on bonuses to this already high-converting offer with
early access to AppSumo deals, plus AppSumo and Amazon gift card bonuses.

If you get a world-class marketing team to promote an offer that converts, you’ve got a winning
formula to be on a trajectory to grow a $1 million business in months (not years).

The takeaway: Don’t wait until perfection to launch your business, otherwise you will
never launch. The first step is your velocity to $1—getting to your first dollar as fast as
possible to validate you have an offer people want. AppSumo did this by running
Facebook ads to a landing page and validating the first version of the product with
seven paying customers.
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Tip #10

Hire The Best Talent In The World (Hint: Hire People

Who Impress The Shit Out Of You)

From 2010 to 2012, Noah launched AppSumo, grew it to $5 million revenue, and hired 17
teammates. But sales became flat, and expenses rose with all the people he hired. Noah tried a
lot of things to keep AppSumo’s revenue growing:

1. Private one-on-one consulting with Noah

2. Selling AppSumo gift cards at a discount
3. Becoming a marketplace for digital products
4. Selling products that were both more expensive and cheaper than what AppSumo had
been doing
5. Making a lot of small 1-2 hour educational courses on hiring, copywriting, dropshipping,
salary negotiation, growing a business, etc.

Of all the things AppSumo tried, courses were some of the best-selling deals. This was when
online learning was getting started with platforms like Udemy, Lynda, and Treehouse becoming
more popular. But even with the course success, the team had become too big.

Noah regrouped and realized he needed to control expenses and make revenue more
predictable. He scaled the team down to four full-time people: Noah Kagan, Chad Boyda, Eric
Fernandez, and Anton Sepetov.
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From 2013 to 2014 Noah put the smart, handsome Russian, Anton “Potato” Sepetov in charge
of running AppSumo. In 2013 Anton, together with his three comrades (aka the Fab 4 pictured
below), decided to try building their own product. AppSumo had learned a lot of business
lessons from growing to $5 million revenue, so they decided to make a course to help total
beginners start their own businesses with Monthly1K.com (an AppSumo course).

In 2013 the AppSumo team had a goal to take Monthly1K from 0 to 3,333 course sales in one
year. Anton led the team to hit the goal (while coordinating other AppSumo deals) so they could
go from being taco-deprived to living like Taco Kings.

Golden Nugget: Noah found Anton with a Craigslist ad in 2012. In 2013, he let go of
14 people but kept Anton. Why? Noah said Anton was hungry and had an amazing
attitude. Even though he started as a junior biz dev rep, he kept wanting the company
to improve. Anton is now Sumo’s VP of Sales and a member of the Sumo Group
leadership team. If you want to get promoted and be a taco king like Anton, treat your
job like it’s your own company.

Click here to get a copy of the job application ad template

AppSumo used to filter quality job applicants

In February 2015, everything changed at AppSumo HQ. In 2015 “the future” of the Sumo Group
was set to become the recurring revenue tech giant Sumo.com, so Noah and the Fab 4 left
AppSumo to focus on growing Sumo.com and put one man in charge of growing AppSumo (with
no team).

His name: Ayman “Papa Bear” Al-Abdullah

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Ayman previously landed a Product Marketing Manager job at Microsoft without going to an Ivy
League school, then used his creative flair to get this YouTube video in front of Noah:

Golden Nugget: If you want to work for or make friends with someone you respect,
give before you take. Research what the person’s goals are, then use your skills to
help them with what they’re working on. Send your work to them without even asking.
If it is good enough to impress them, that person will want to hire you.

Ayman’s video impressed Noah so much that he hired Ayman to do business development for
AppSumo. When the whole team's focus shifted from AppSumo to Sumo.com, Noah made
Ayman CEO/GM/President/Taco King of AppSumo and put him in charge of growing the team.
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In the first year, Ayman was doing everything:

• Business development for AppSumo deals

• Copywriting and sending emails
• Fixing typos on the website
• Coding widgets on the website (Papa Bear got Ruby on Rails skillz)
• Promoting deals
• Answering customer support tickets

To ease the workload as a solo entrepreneur and to start building a team, Ayman knew he’d
need an operations intern. He wanted someone who would be very detailed oriented and
process driven, so he reached out to the Texas Undergraduate Investment Team (TUIT) at the
University of Texas because he knew accounting and finance folks would be very detailed
oriented.

He had a friend who was an alumnus of TUIT, so he drafted an email to say he was looking for
a “detail-oriented person” and then asked his friend to send out the email to their email list (plus
post it up on the TUIT Facebook page).

If you don’t have a connection like that, then you can just post your ad up on Craigslist like Noah
did back when he hired Anton. Here is the copy Ayman used to find his first intern back in 2015
when AppSumo was testing out selling software, courses, and books:

AppSumo is an online store that sells software, courses, and books to help
Entrepreneurs grow their business. We partner with top brands like Evernote, Dropbox,
and Amazon to bring awesome products to our 750,000+ subscribers.

We’re growing insanely fast and need a detail-oriented person for a Business
Ops role, supporting the GM. We are looking for someone with 3.2+ GPA, and has
CEO/CFO/CMO aspirations.

Paid role—flexible on time and pay based on experience. Need 10 hours/week

minimum. Can be flexible during finals week.
Duties:
• Everything! You will wear multiple hats from Social Media, Bizops, and more
• Managing the back-end operations of the business
• Enjoys desk work and learning the day-to-day operations of a 7 figure profitable
business
• Wants to learn how to start/run their own business in the future
• HTML is a plus but not necessary

If interested in role, send resumes to ayman@appsumo.com

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From this email, Ayman made his first hire in January 2016, an operations intern from the
University of Texas in Austin named Kavi Shah.

Kavi helped with everything from setting up the emails to editing

copy for 10 hours per week at $15/hour. Ayman would work with
Kavi at coffee shops around Austin and found that having a
10-hour-per-week intern as his first hire gave him five major
benefits:
1. You get work off your plate
2. You build your leadership skills
3. You get cheap labor in return for teaching them on the job
4. You have time to start to document your business systems
5. Ten hours is flexible for an intern with their university
schedule

As Ayman continued to grow AppSumo with his intern, he made his second hire: a part-time
copywriter.

This was a critical role in the business because all AppSumo deals are sold via 500-word sales
pages. Ayman found a persuasive copywriter named Chris Grullon from creative tweets he
made on Twitter (Ayman knew Chris from college, but didn’t know he was funny until he saw his
Twitter posts). Chris hadn’t written marketing copy before, but Ayman was so impressed by the
140-character tweets he saw, he offered to hire Chris and pay him $35 per email.

After locking down a direct-response copywriter on the customer-facing side in March 2016,
Ayman needed someone to get more AppSumo deals for the new copywriter to write about
(and to help support the Fab 4’s daily taco addiction).

Ayman spent a year drumming up business for AppSumo with emails like this:
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Golden Nugget: When cold emailing for a new business deal, ask people a question
with an easy “Yes/No” answer. Ayman and the AppSumo team use this tactic to get the
business conversation started (and yes, I know there’s a typo, but at AppSumo speed
of execution > worrying about small typos).

After a year of cold emailing and closing deals over the phone, Ayman needed someone to take
over the reins of business development, so he could focus on growing the team and the
business. In March 2016 he made his third hire: a full-time business development rep.

The guy for the job: Olman “Despacito” Quesada

Ayman knew that Olman would be the perfect guy for

the job, as they went to college together at Florida
International University and worked together at a
roofing company in Miami.

At the roofing company, Olman was training Ayman in

sales. Ayman noticed the calls never felt pushy and
Olman’s style always felt natural and had integrity,
which Ayman admired. When Ayman needed a
full-time biz dev rep at AppSumo, Olman was his
go-to guy.

Notice how with all of Ayman’s hires they follow one

common theme:

Hire people who impress the shit out of you.

Whenever Ayman needed to hire, he asked himself

one question “Who can I find that will be the best in
the world at this job.”

If you aren’t well-connected or don’t know who is the best person for the job you are hiring for,
there are three “hiring hacks” Ayman and Noah use, that you can use to hire the best talent in
the world:

1. Hire someone who impresses the shit out of you.

2. Ask someone who impresses the shit out of you for a referral.
3. Pay three contractors a project-based fee. Give them all the same challenge. Hire
the person who performs the best.
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Ayman used “hiring hack #3” to find a superb Facebook ads specialist. In the past Ayman had
tried and failed with these other two approaches:

• Hiring a highly recommended agency with a standard three-month contract (they spent a
month building landing pages, didn’t run the first ad until month #2, and by month #3 there
was no performance).

• Hiring someone on a “pay-for-performance” basis based on a percentage of profits. Ayman

set up a dashboard where they could both see what was happening, but it didn’t work out.

The successful approach Ayman found was to ask a friend for the best Facebook ad person he
knew. His friend then came back with a few names and Ayman paid them to compete against
each other (without them knowing).

He gave each of them access to AppSumo’s Facebook ads account and a challenge to
generate as many sales as they could for different AppSumo deals, each with a $3,000 ad
budget.

The losers got cut from the account, the winner (Jack Paxton from Australia) won the AppSumo
contract.

Click here to get access to Jack’s presentation on

how he makes AppSumo 29X ROI with Facebook ads
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The takeaway: Hire people who impress you (even if they’re from Australia). If you are
just starting out, here is a framework for your first three hires:

1. Hire a 10-hour-per-week operations intern at 1-2x minimum wage

2. Hire a project-based contractor for the role in your business that will have the most
direct impact on sales (for AppSumo it was a copywriter)
3. Hire a full-time person for the biggest need you have to fill (for AppSumo it was a
biz dev rep)
When it comes to hiring outside contractors, hire the people who are the best in the
world, no matter where they are from (if you can afford them). If you can’t afford them,
then train people to be at the standard you want.

10 Key Takeaways From AppSumo’s Multi-Million

Dollar Marketing Playbook

AppSumo has done what very few companies will ever be able to achieve… grow a business to
over $1 million per month with no outside funding (while beating the world’s biggest tech
companies like Facebook, Apple, Google, Amazon and Slack on a revenue per employee
basis).
Here are the 10 key takeaways:

1. Use AppSumo’s custom adaptation of the AIDA copywriting formula to write short
500-word sales pages that can make anywhere from $10,000 to $800,000 sales in one
week (depending on your audience size):

Attention : Headline, Subheadline, Problem

Interest : Video, Pictures, Internal validation, Examples
Desire : Original price, AppSumo price, Testimonial, Objections, Benefits
Action : Offer, Scarcity, Social proof

2. The bigger your audience is, the more people you have to sell to. Use quarterly giveaways
as a marketing tool to grow your email list up to 10x. Your giveaway will have the best
chance of going viral if you use KingSumo.

3. Grow your email list by using popups personalized based your website visitors behavior.
Start with a popup timed to only show to people after they’ve been on your site for a certain
amount of time, and provide an offer relevant to your audience so you are collecting quality
email leads. It’s simple to set up if you use Sumo.
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4. Use the “Two-Market Method” to find your next big business idea. This can be as simple
as finding two markets that interest you and mashing them together like Noah did. Validate
your idea, then focus on growing your email list of qualified buyers using the Sumo
eCommerce Plan.

5. If you want to make more money, send more emails. Start by doing Ayman’s 12-week email
challenge by sending one email to your email list every week with a different offer.

6. Document every task in your business by breaking your marketing tasks up into stages,
then create checklists for every stage. This is how you free yourself from the day-to-day
grind of your own business and get consistent results.

7. Retargeting with Facebook ads can have insane ROI up to 29X. If you sell eCommerce
products, start with retargeting campaigns for past purchases, then try retargeting ads
based on email engagement and Facebook post engagement. Invest in a great piece of ad
creative and use one post ID across multiple ad sets to build social proof so you can get the
“thumb-stop” effect.

8. Marketing ideas fail all the time, so you need to have a framework to pivot quickly. Use
AppSumo’s Marketing Ideas Matrix to rank stack your marketing activities based on ease of
implementation and impact on the business so you can prioritize what to work on next.

9. Focus on finding an offer that converts. Present the offer to the market (AppSumo used
Facebook ads to send people to a landing page with the Briefcase offer) to see if people will
buy it. If people buy, get customer feedback and grow the business. If not, try a different
offer. This will save you years trying to sell a product no one wants.

10. Hire someone who impresses the shit out of you. Or ask the person who impresses you for a
referral if they’re not available, or pay three contractors a project-based fee to do a challenge
and hire the person who performs the best.

Get access to every marketing tool AppSumo uses to make millions

 CHAPTER 2: TONY ROBBINS CASE STUDY

HOW TONY ROBBINS GENERATES

1,000,000
WEBSITE VISITORS PER MONTH

Sumo.com Growth Study

Peek inside Tony Robbins' multi-million dollar
marketing strategy
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Whether you’re a Tony Robbins fan or a Tony Robbins skeptic, with over one million website
visitors per month you can’t deny he’s done well for himself online.

Today I’m going to show you exactly how Tony Robbins has grown his website traffic to over one
million website visitors per month so you can copy this EXACT strategy to grow your own traffic.
 72 CHAPTER 2
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Tony Robbins is a force of nature. Seriously, look at what a Google search for his name brings
up:

Chances are, you already know who he is. But if you don’t...

He is one of the most well-known "why guys" and life coaches in the world.
He’s sold 15 million copies of his books and 50 million copies of his audio programs
worldwide.
His net worth is half a billion.
His loyal fans (happily) pay thousands just for the privilege of being in the same room as
him for a few days.
He’s rubbed shoulders with and coached some impressive names – from former
presidents like Bill Clinton, sports superstars like Andre Agassi, and billion dollar tech
influencers like Salesforce CEO Marc Benioff.

Clearly, he’s doing something right.

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But let’s be realistic. Very few (if any) of us will ever hit the worldwide recognition, renown and
success Tony has. Which might make you wonder if you’ll get anything useful from reading how
he markets himself.

After all, most of Tony’s traffic comes from his personal brand. Tony likes it 95% organic… just
like his eggs.

But what most people don’t realize is that organic and paid traffic is only 39% of Tony’s total
traffic.

The rest comes from advanced marketing tactics Tony and his team use to build a multi-million
dollar online business around the Tony Robbins brand.

Ready to see em’?

Let's go.
 74 CHAPTER 2
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Tip #1

The AIDA Lead Generation Quiz That Can Double Your

Product Sales In The Next 3 Months: “AIDA Formula”
Plus Simple Score-Based Email Segmentation

The primary call-to-action on Tony Robbins’ homepage is “TAKE OUR FREE LIFE ASSESSMENT.”

This blue button links directly to Tony’s “Wheel of Life” Quiz and is a brilliant way to start off his
page.

Instead of instantly pushing products or giving another boring “click here” CTA, it gives
prospects a you-centric offer via a lead generation quiz.
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It also appeals to a wide audience - whether hot, cold, or anywhere in between. Finding out how
you can ‘improve your life’ is a universal curiosity.

But this isn’t a clever CTA just because it entices you to click. You also have to look at the
content of the quiz.

It encourages quiz-takers to take a hard look at their lives and look for areas that could be
improved.

The quiz has the same two questions for 7 different “Wheel of Life” categories (which all happen
to be areas that Tony has products in).

Note how Tony uses a slider for people to rate themselves. This makes it easy for mobile
visitors to complete the quiz by sliding their finger on their screen.

We have a CTA that’s not only great at enticing a wide range of audience members to click, but
also agitates their pain points and reminds them of reasons why they might seek out Tony in the
first place.

And once you’ve completed the quiz, Tony’s marketing team knows better than to go straight
for the hard sell.

First, you're offered an insight into your ‘gap’ percentage (the difference in where you are now
and where you want to be in life)...which just pokes that pain yet again.
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Instead of selling, you’re given the option to “SPEAK TO A PERSONAL RESULTS SPECIALIST”
about the “problems” you’ve just discovered and agitated through the quiz.

This entire sequence is marketing at its finest using the age-old AIDA direct response marketing
formula:

Attention: Tony grabs attention with his “Wheel of Life” quiz

Interest: Tony gets people interested with a series of strategic, probing questions

Desire: Tony gives people their own Gap score and the desire to improve it (who doesn’t want
get to 100%, right?)

Action: Tony makes an offer to speak to one of his personal results specialists to strengthen
their weakest areas

It gets even better though. This quiz gives Tony and his team a way to segment their email list
based on ratings quiz-takers give for different aspects of their lives.

Tony and his team can then deliver the most relatable, relevant, and interesting content to each
segment.

Here’s what that looks like: for the sake of the experiment, I gave myself a low score in both the
‘Health & Vitality’ as well as the ‘Leadership & Impact’ categories.

Unsurprisingly, these were the first two categories I received emails about post-test:
 77 CHAPTER 2
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Unsurprisingly, these were the first two categories I received emails about post-test:

The emails all follow the same format. First, they offer a link to a useful piece of content based
on my quiz results, and then made a call-to-action to speak to a personal results specialist.

Click here to reveal the lead generation

quiz tool Tony uses.

The takeaway: Use a lead generation quiz at the top of your funnel to capture your
website visitors’ contact information and segment them into categories based on their
responses. Tony has 7 categories (health & vitality, mind & meaning, love &
relationships, productivity & performance, career & business, wealth & lifestyle,
leadership & impact).

You can do the same for your business based on the different products your business
sells.
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Tip #2

The “VAKAD Learning Style” Homepage Design That

Converts Website Visitors Into New Product Sales With
Low-Commitment CTAs

You've seen what’s happening above-the-fold on Tony’s homepage, but let’s look
at what happens as we move further down the homepage.

You see all those circles? Those are all CTAs.

10 CTAs to be exact.

Most businesses would shy away from putting that many CTAs on a single page,
believing them to be a distraction. In my analysis of Slack’s growth strategy, I
found just one simple CTA.

So, how does Tony get away with having so many?

There are two aspects to Tony’s website that allow this:

1. The number of products Tony offers

2. A wide-ranging audience that comes to Tony’s website in varying stages of

awareness.

Including so many CTAs gives Tony the chance to appeal to many different types
of people all looking for different things.

Also note the amount of free offerings and access to valuable info these CTAs
give, and how carefully ordered they are.

First, we have the above-the-fold section with “TAKE OUR FREE LIFE
ASSESSMENT” as Tony’s primary CTA.
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Next up, is a CTA for “SCHEDULE YOUR CALL".

Getting someone on a live call is a great way to convert. But making a phone call the primary
CTA is not only a bit aggressive, but also asking them to make a time and energy commitment.

This is precisely why the current ‘life quiz’ button fits in perfectly as the primary CTA (it calls for
an easy and low-commitment action) and the ‘schedule your call’ button fits in best as a
secondary CTA.

Continuing on, you’ll find several CTAs asking readers to “LEARN MORE” about making
improvement in either their professional or personal life (we’ll talk about what happens when
you click these links in the next tip).

This is the lowest-commitment CTA on the page.

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Next up is a CTA to read more about Tony.

Since Tony is selling his personal brand just as much as his products, it makes sense that he
gives readers a venue to learn more about him.

Take note of the sticky scroll bar at the bottom of the page for Tony’s social media accounts and
newsletter. This bar doesn't show up until you hit this ‘About’ section while you scroll. By not
having this bar follow readers from the very top, grabs attention more effectively, and isn’t
introduced until the reader’s awareness of Tony has been increased.

Next up is a CTA to “Read Maria’s story”, and stories of other famous people who have had
success with Tony:
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Tony knows how to leverage his ‘social proof’ (and is a guy that name-drops quite often… just
ask Noah).

But dumping all your social proof on one page is distracting. So he gives readers the option to
click and learn more if that case study resonates with them.

After the social proof section, Tony has a “LEARN MORE” CTA for a free app that many of Tony’s
audience members would likely find useful:

This app is just one part of Tony’s content marketing strategy that helps nudge prospects
toward buying by:

Giving them an offer that’s easy to say “yes” to

Providing the audience with free value which they can access anytime when they are
on-the-go via their mobile (which in turn builds up their trust and confidence in Tony and
his products)

Presenting the audience with a ‘taste’ of what working with Tony could be like

The next two sections aren’t explicit CTAs, but a promotion of Tony’s blog and video content.
They serve the same purpose as Tony’s app in that they offer readers access to free, useful
content:
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Golden Nugget: Note how Tony’s blog post categories are divided into the same
categories that make up the quiz in tip #1.

This isn’t an accident. Tony is sending category-specific content to nurture his leads, based on
their scores from his quiz. #genius

We move onto Tony’s ‘big sell’: “RESERVE YOUR SEAT” in one of his seminars:
 83 CHAPTER 2
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This is the first time any mention of a product appears on Tony’s homepage. But, if this is the
action Tony really wants people to take, why not put it at the top front and center?

Keeping his big offer lower on the page will mean the prospect has to scroll past all the other
stuff first. This then gives the prospect a chance to learn more, read social proof and build
confidence and trust in Tony and his products.

This particular CTA is also sandwiched between two free content offerings - the blog/videos and
the podcast. This takes the edge off the sales angle.

We now switch back to yet another free content CTA with “LISTEN TO THE PODCAST”. This is
yet another way for Tony to use content to connect with people:
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Our next up is not a CTA, but instead a quick presentation of what is called “TONY’S EXTENDED
FAMILY":

And to finish, “SIGN UP NOW” for the newsletter:

At first glance, this is a pretty overwhelming homepage for the prospect.

And in some ways, it actually might be overkill (after all, do people really need to know about
his resort in Fiji before deciding to go to a seminar or sign up for coaching?).
 85 CHAPTER 2
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The takeaway: Content is KING! My Mum once told me “everyone has their own learning style”
and we can break these down with VAKAD.

People are either

Visual (pictures and videos)

Auditory (what they hear)
Kinesthetic (feeling and doing)
Auditory Digital (facts and figures) learners so you need to have something that appeals
to everyone's learning style, if possible.

Everyone has all four learning styles but most people are dominant in one of them.

Tony is taking my Mum’s advice on his homepage by offering different content mediums to
match different peoples learning styles.

Here are specific examples of how you can do it too:

For Visual:
Show people case studies (Tony uses Pitbull, Hugh Jackman and Maria Menounos) and use
videos (Tony uses his TED Talk, Netflix documentary and Super Soul Sunday with Oprah)

For Auditory:
Give people the option to speak to someone so they can make a buying decision (Tony offers
people a complimentary results coaching session)

For Kinesthetic:
Show people the feeling they will get when making a buying decision (Tony gives people the
feeling of luxury from his resort in Fiji and the feeling of altruism from his Tony Robbins
Foundation)

For Auditory Digital:

Present what you do in an organized way so that people can work things out for themselves
(Tony does this by segmenting his email list based on his “Wheel of Life” quiz categories and
sending them relevant, timely content where they need the most help right now)
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Tip #3

Invisible Mini-Funnels: Get More Sales By Using High

Converting Goal-Based Mini-Funnels To Show Your
Website Visitors Personalized Product
Recommendations

Remember this part of the homepage that I promised we’d talk about in the last tip?

Let’s see what happens when we click one of those “LEARN MORE” buttons.

If I click the button under the ‘business’ category, I end up on a page that lists business goals
like “get more clients” and “reduce risk”:
 87 CHAPTER 2
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If I click the Increase Revenue image, I end up in Tony’s mini “increase revenue” funnel (that’s
even what it’s called in the URL):

If we move down the page, we hit the first offer: “GET A FREE COACHING SESSION"

From there are a couple of CTAs to join one of Tony’s seminars or a business mastery class:
 88 CHAPTER 2
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Then, we find a few product offerings that are related to the ‘business goal’ the prospect clicked
on (“increase revenue", in this case):

Followed up by a free trial offer:

And some blog content that has been specifically tailored to the funnel:
 89 CHAPTER 2
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If you backtrack, you’ll find that there’s a special mini-funnel for every single one of these
subcategories and goals.

So, if you click on “Maximize Your Health” under the ‘personal life’ subcategory, you end up
here:

This health funnel has its own “Unleash The Power Within” headline and mastery class offering:
 90 CHAPTER 2
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Its own relevant product offerings:

And its own customized blog post offerings (although, this one section could use some work):

There are a few CTAs that stay the same no matter the funnel: the initial coaching call, the
‘Unleash the Power Within’ retreat and the free trial offer.

Although these 3 product offerings are the same across all pages, the prospects will perceive
them as different.

Having prospects go through the process of first clicking on the specific category and goal they
are interested in achieving makes all the content on the mini-funnel page seem like a
customized, personal solution just for them.

The takeaway: Give prospects a way to ‘show’ you what they are interested in and
want to work on, then offer up what seems to be a personalized set of solutions (Tony
uses 8 business growth mini-funnels and 8 personal growth mini-funnels to try and
cover every business and personal life improvement goal people are looking to
achieve)
 91 CHAPTER 2
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Tip #4

The Most Unusual Method For Converting PPC Traffic

Into Product Sales: “The Top-Level Landing Page
Method”

Here’s a look at Tony’s top performing PPC ads:

As is fitting for someone whose success is linked to

his personal brand, the first word in each ad’s
headline is Tony Robbins’ name itself.

The ads also contain a blend of strong CTAs

(“Order Now!” and “Change Your Life Today”) and
elements of urgency (“Only 10 Days” and “Limited
Time Sale”).

But what I really want to talk about are the landing

pages that these ads take you to.

A quick Google search for “tony robbins blog”

gives you results like this:

The first result is, obviously, one of Tony’s paid ads.

The second is just the top organic search engine
result.
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But now take a look at the landing pages for each of these search results.

As is expected, the organic search result brings you directly to the blog as per your search
intent. But the same isn’t true for the PPC ad. Instead of giving you the direct blog link that you
searched for, clicking on the ad will send you to Tony’s homepage.

A similar PPC ad and landing page sequence happens with many of Tony’s other branded
keywords. Here is an example of what a paid branded keyword search funnel looks like:

Although most of the branded keywords in the funnel have a very specific search intent, like…

tony robbins affirmations

anthony robbins date with destiny
tony robbins blog

These keywords don’t bring the audience to ultra-specific or highly-relevant landing pages that
revolve around the search term.

Instead, all of these search terms bring the prospects to somewhere more general: Tony’s
homepage. Why?

Why would Tony do that when Google rewards relevancy with a higher quality score? Why
wouldn’t he keep his landing pages highly-relevant to their ad copy and give people a better
landing page experience?

Either Tony likes throwing money down the drain while clapping on stage OR he has tested
driving traffic to specific landing pages vs top-level landing pages and top-level landing
pages get him more conversions.

One thing to remember is the massive amount of awareness the name “Tony Robbins” has.
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So if someone is searching with a phrase that includes Tony by name, they are probably
interested enough that they’ll seek out their original search intent even if they don’t land on the
relevant page (Luckily, Tony’s well-organized menu makes it easy for them to do this).

And, as we’ve seen in our analysis of Tony’s homepage above, it has a lot of good things going
for it: it offers plenty of enticing CTAs, social proof and useful free content that gives value to the
readers.

Directing prospects to Tony’s general homepage instead of a highly-relevant landing page

makes sure prospects get exposed to all that first.

This gives Tony and his team extra opportunities to get leads, promote other products, increase
audience interest and build Tony’s credibility for as many visitors to the site as they can.

You see the same technique with Tony’s PPC ads for branded product keywords.

As this paid search funnel shows, instead of directing prospects to the product page for the
specific product search, they are directed to Tony’s top-level general Products page which lists
everything he sells. No matter what product the prospect actually searched for.

To make sure the viewer can still find what they are looking for, there are categories on the left
side of the page for them to navigate through.

Tony also applies this same technique for non-branded keywords.

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Here’s Tony’s paid search funnel for the non-branded PPC keyword “time management
calendars”:

When a viewer clicks this ad, they are sent to Tony’s top-level ‘Productivity & Performance’
product page. This page features not only the time management calendars the prospect was
searching for, but also some extra product offerings that fall into the same category (and would
likely be of interest to the searcher).

Warning: Implement this tip at your own risk. Tony has a big brand name and this method is
unusual. In the end you need to test, that's always the answer in the end.

The takeaway: Test top-level PPC landing pages against specific product-level
landing pages to see how you can maximize the amount of offers you put in front of
your prospects. Just be very aware of your searcher’s awareness level with your
brand and make sure they can still follow-through to their original search intent.
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Tip #5

The Peacock Technique: Display Your Finest Social

Media Posts On Different Social Media Platforms To
Attract The Attention Of Your Biggest Fans

Although social media was not around back when Tony first got started, today it’s something
that factors highly into his marketing strategy.

Today, he has 7.9M followers across his 5 main platforms.

And 17.25% of all his website traffic comes from social media, which adds up to an extra 165,000
visitors monthly.

That’s 1 website visitor for every 47 social media followers.

Here is a breakdown of Tony’s top social media platforms:

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So, how did Tony manage to create such an impressive following? Well, the fact that Tony had
been well-known and famous for years beforehand certainly helped.

Unlike many other businesses, they don’t just post the same content across all platforms. This
article published on Tony’s blog gives us some insight into the type of content they believe do
best on each platform.

Let’s look at how each of Tony’s social media platforms match the insights given in the article.

Facebook
What Tony’s article says:

“Announcements, invitations, photo galleries, videos, and longer-form storytelling work very
well on Facebook. Any content immediately interesting and conversation-worthy will keep
people coming back.”

What Tony does:

Tony uses Facebook as a platform to announce his upcoming events and promote his videos
(both of which are located near the top of the page).
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He also uses it as a way to share his blog content and offer up ‘bits of wisdom’ that generate
conversation among his followers:

LinkedIn
What Tony’s article says:

“LinkedIn is a must for any business, brand or working professional — it’s most powerfully used
as continual networking, recruiting and value sharing. Avoid using LinkedIn for content that is
excessively personal, or not relevant to a business networking audience.”

What Tony does:

To generate LinkedIn traffic, Tony has the huge benefit of being a LinkedIn Influencer. This lets
him publish articles directly on LinkedIn’s platform which exposes them to an extended
audience.

Unfortunately, becoming an official LinkedIn Influencer is done on an invitation-only basis. But if

you play your cards right, you can still become an LinkedIn influencer in all but the title by
publishing thoughtful, long-form content appropriate for the audience.
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He also uses it as a way to share his blog content and offer up ‘bits of wisdom’ that generate
conversation among his followers:

So of course, that means neither you nor Tony should publish just any type of content on
LinkedIn.

Tony stays away from posting about things that are too personal or irrelevant to the
business-minded LinkedIn audience (even though he shares that type of content on his other
platforms).

Twitter

What Tony’s article says:

“In the realm of business, Twitter has replaced customer service as a first point-of-contact for
both negative and positive experiences….Twitter is key for expanding awareness, special
incentive offers and linking to longer-form content that add value.”

What Tony does:

As you can see by Tony’s cover photo, bio and pinned tweet, he definitely uses Twitter as a
means of expanding awareness. In this case, for expanding awareness about his new book:
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He also builds awareness of his personal brand and of who he is by retweeting content other
people have written about him:

And of course, he gives his followers plenty of 140-character nuggets of wisdom that are just
perfect for getting shared around and retweeted with hashtags like #WednesdayWisdom and
#ThursdayThoughts:
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Unlike many companies today, Tony does not actually use Twitter much as a customer service
platform.

And here are just two final insights into how Tony’s team approaches social media marketing,
courtesy of this interview with Tony Robbins’ marketing director, Tyler Culbertson:

And here are just two final insights into how Tony’s team approaches social media marketing,
courtesy of this interview with Tony Robbins’ marketing director, Tyler Culbertson:

1. When it comes to social media, Tony Robbins and his team are really big into
numbers and keeping things measurable. They know that not all their social media
followers will convert, so they believe it’s important to try to track which ones are.
This helps them see what their social media ROI looks like.

Click here to reveal which tool Tony uses to

measure his social media ROI.

2. Tony doesn’t use social media as a way to generate direct sales. Instead, his focus
is on brand building and providing his audience with value. In Culbertson’s words
at 12:32 in the interview “you’ll never see Tony Robbins selling from his social
media networks.”

The takeaway: Don’t get lazy and just spread the same content across all your
social media platforms because it’s easy. Use the 2-step peacock technique:

Step 1.
Research what type of content performs best on the platforms you use (using
this article)

Step 2.
Adjust your social posts to match the social media psychology of people on
each platform
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Tip #6

Follow Tony’s TRRCSS Sales Call Strategy To Close

More Sales With This Simple 5-Step Shortcut

In a time when calls seem to take up a smaller and smaller slice of customer communication,
Tony and his team stick out in the way they prioritize calls.

You can see this by all the variations of the “schedule a call” or “speak to someone” CTA found
again and again throughout the website.

#1. It’s CTA #2 on the homepage.

#2. It’s the CTA given after prospects finish the life assessment quiz on the
homepage.

#3. It’s the main CTA for those mini-funnels we talked about in tip #3.

In other words, Tony’s team really wants to get you on a call. Which means they continue to find
that getting someone on a call is a very effective way to close a sale.

To see what sort of sales pitches they were using on these phone calls, I signed up for one of
the free coaching calls myself.

What I was surprised to find was that they weren’t the usual sort of ‘pushy’ experiences
generally associated with sales calls.
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This is an overview of how the call went:

1. After I had scheduled my appointment, I received an email that introduced me to

my coach and gave me two pieces of “homework” to complete before the call:

Clicking on STEP 1 brought me to a page all about the guy I was going to speak with on my call:

Clicking on the “PERSONAL OUTCOMES FORM” brought me to a short questionnaire that

asked some general personal info plus my goals, what I was struggling with and what I hoped
to get from the call:
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Once I finished this, I went back and clicked on STEP 2 in the email. It directed me to Tony
Robbins’ famous DISC personality test:

Having prospects go ahead and fill out this type of info before a call is a double-whammy
pre-sales tactic: first, it builds up the prospect’s anticipation and interest, makes them think
critically on what they need a solution for and essentially “softens them up” to accepting change
(aka your service).
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Second, it gives the coach a direct insight into the prospect’s weak points and overall
personality. This helps them tailor the call in a way that provides the prospect with value, yet
also makes them more likely to convert.

2. The call itself began with a friendly greeting and just a few general questions about
who I was, where I lived, etc. The coach then told me a bit about himself (this was
him trying to build up a connection and trust with me, his audience member).

3. We then moved on to talk about and verify some of the things I had put into my
pre-call questionnaire and personality test.

4. After he got more big-picture specifics, we chose a single issue I had brought up
and dug deeper into it (in this case, it was finding work/life balance).

We discussed why I thought it was an issue and he offered up some suggestions that were
actually useful and actionable. (In other words, the coach made sure I got some value from the
call).

5. Now came the sales pitch (though it wasn’t a sales pitch in the usual sense). He
asked what I knew about Tony Robbins and his coaching, then gave me a general
overview of the program. Though it wasn’t pushy at all, something that caught my
attention was how the coach gave me very specific examples of how the
coaching would help me with the specific problems we had talked about on the
call.

This is a good sales tactic for a few major reasons:

It makes prospects feel like they are listened to (which makes you more trustworthy and
likeable)
It makes the service seem like a customized solution just for you
It helps prospects visualize how the service could fit into their lives

The call ended without any sort of final selling attempts, and I was told I could contact the guy
anytime if I wanted to go forth and sign up.

The takeaway: Get your website visitors on the phone whenever possible. Once
you’re on the phone with them communicate in a way that gives them value based
on their individual goals (and doesn’t just sound like a script with an irritating sales
pitch at the end).
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Tip #7

New 3-Part Dynamic Carousel Retargeting Ads That

Avoid Banner Blindness And Generate Dirt Cheap Clicks
By Showing Social Proof To Get More Clicks From Your
Ad To Your Product Page

If there’s one thing Tony understands, it’s the power of repeated marketing touches and social
proof to make his sales effortless.

And one way Tony nails this is with an aggressive retargeting technique.

Since I’ve begun my research several weeks ago and first ended up on Tony’s website, I’ve had
a NON-STOP onslaught of Tony Robbins ads across all sorts of platforms.

Now, obviously, retargeting is super effective or else Tony wouldn’t be bothering with it as much
as he is.

The benefit of retargeting ads is that they work to nurture people who’ve already shown
interest in your website by visiting it. Naturally, it’s much easier to convert these ‘warm’ leads
than to convert 100% cold prospects who are oblivious to your product offerings.

Here is Tony’s 3-part Dynamic Carousel Retargeting ad I stumbled upon on the Google Display
Network:
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With all the retargeting Tony does, one thing he has to be very careful about is “banner
blindness.” This happens when people get sick of seeing the same ads over and over again to
the point that they no longer notice them.

This results in “ad fatigue” where the click-through rate on your ads start to decrease, and your
cost per click starts to increase. #badnews

Luckily, there’s an easy fix to this: change one element of the ad.

As you can see in the banner ad below (which I found about 2 weeks after that pink and black
one), the element Tony changed was color. It was an easy fix (since most of the text is the same),
but one that definitely made me stop being “blind” to Tony’s ads and notice them once again:

Tony makes these 3 banner ads work together by turning them into one dynamic ad that rotates
quickly through. So, if I come across one of Tony’s display ads anywhere, they cycle through (as
in, it’s a single ad that flashes through all 3 images).

Making these images cycle through not only catches the eye more than a static ad, but it lets
Tony use social proof to back up why prospects should click through to his product page
(increasing his click-through rate and lowering his click costs).

The first two banner ads use social proof to build trust before using strong, urgent language
(either “don’t miss this life changing event” or “experience this life changing weekend”) to get
people to take action and click.

Even though the 3 ads may look different, they all work together to direct people to one place:
a landing page for Tony’s “Unleash Your Power Within” event.
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Here’s what the landing page looks like:

In addition to GDN ads, Tony is also investing heavily in Facebook retargeting ads:
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And you’ll even find his ads (for that very same “Unleash the Power Within” event) on YouTube:

Tony is leveraging retargeting everywhere he can to drive more people to his next big event at
cost-efficient scale.

The takeaway: The secret to maximizing your product sales is with extensive
retargeting and a simple sales funnel. You gotta leverage your inbound traffic by
thinking bigger with your retargeting.

Not bigger in terms of less qualified people, mass pixeling or higher banner ad
frequency.

Bigger in terms of blanketing the web. When you leverage your inbound website
traffic and are everywhere it creates a whole new effect that makes small budgets
work like big budgets (Tony retargets his website traffic across the Google Display
Network, Facebook and YouTube to his next upcoming event).
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Tip #8

The Tony Robbins Clapping Ritual: 7 Insane Rituals To

Create The Most Exciting Weekend Ever For Your Event
Guests

Tony is one of the best live event prepper’s in the world.

People pay good money to attend Tony’s events (for “Unleash The Power Within” the price is
anywhere from $650 to $2,995) and Tony is expected to deliver EVERY time.

To see exactly how Tony delivers high-performance events for his guests I got my buddy Barron
Cruz from Charisma Matrix to reverse engineer his whole 7-step pre-event ritual:

Here is exactly what Tony does to get pumped up:

1. Meditation
2. 57° Fahrenheit cold plunge
3. Warms up his voice
4. Shoots liquid supplements into his mouth (we speculate Ginseng)
5. Jumps on a mini-trampoline
6. Does a classic MC Hammer spin followed by a chest pump
7. Tony Robbins clapping ritual (watch the video to see what I mean)

The takeaway: High-performance athletes have a ritual to guarantee they are

always performing at their best. If you want to create the most exciting event ever
for your event guests, get your own pre-event ritual.
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Tip #9

Use One Of Tony’s 3 Successful Podcast Types To Take

Your Podcast Category Ranking To The Top Of iTunes

The Tony Robbins podcast has played a major part in Tony’s content marketing strategy. It’s
even done well enough to claim 2nd place for education podcasts in iTunes (behind TEDTalks):

Tony’s podcast episodes fall loosely into 3 main categories:

Podcast Type #1: Guest Interviews with Experts

The majority of Tony’s podcast episodes are ‘Type #1s.’ They provide interesting, insightful
interviews about topics relevant to Tony’s audience (usually being something that fits into one
of the 7 categories from his ‘Wheel of Life’ quiz and blog post categories).

Their purpose is to give his listeners free, “no strings attached” value and information. This is
why, within these types of podcast episodes, you won’t find a single CTA directing you towards
Tony’s product offerings.

Interestingly enough, these interviews aren’t actually hosted by Tony at all. (Which is probably
something he can get away with simply because his brand is already so big.)
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Podcast Type #2: Tony Monologues

These types of podcast episodes feature Tony and Tony alone. In them, he discusses a topic in
depth.

He seems to use these Tony-only podcasts when he wants to promote a specific upcoming
event. In this case, he brings up the event briefly both before and after the main episode
content. At the very end, he gives listeners a link they can head to for more info.

Podcast Type #3: Behind-the-Scenes Event Excerpts

These types of podcasts are just audio excerpts from one of Tony’s events with a short intro and
conclusion by the host. Tony’s most popular type #3 podcast episode was an audio clip of him
coaching an audience member right on stage during his Date with Destiny event.

This is a pretty smooth way of promoting his events - not only does Tony include enough audio
in the podcast that the listener can feel like they learned something, but offering this little event
‘teaser’ is enough to make a listener curious to learn more about coming to his next event.

The takeaway: Be known for something (Tony is known for his guest interviews,
life improvement tips and behind-the-scenes event excerpts). Keep some variety in
your podcast episodes but have a common theme (Tony’s overarching theme is
“life advice”).

Don’t overload your podcast episodes with too much promotional material. Give
your listeners helpful, high quality content and find smooth, relevant ways to mix in
your product offerings (Tony uses his event excerpt content as a natural way to
promote his events).
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Tip #10

The Content Multiplier Technique You Can Use To

Double The Traffic You Get For Every Article

On its own, Tony gets impressive viewership and engagement on his blog.

As in, enough viewership and engagement that his top 4 articles average out to 20k shares per
article:

But on top of the blog Tony has on his website, Tony has also set up plenty of other content
sources that let him reach out beyond his usual audience.

These include:

s a guest writer on Entrepreneur.com

As a contributor to Arianna Huffington’s Medium publication, Thrive Global
As an exclusive influencer on LinkedIn

Sometimes, the content he creates for the above sources is 100% original and won’t be found
on either his blog or elsewhere. This makes sense as the type of content that performs best on
each of these platforms will vary, so just because it’s performed well on one platform won’t
necessarily translate to success in another platform.
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But in some cases, he takes advantage of the articles that he knows have already performed
well and then repurposes them to put up on another one of these websites.

This is exactly what Tony does for his #1 article in the table above. Here is Tony’s top article on
his website: Change Your Words, Change Your Life

He then repurposed this same article for LinkedIn with a slightly updated headline that would
better capture the attention of a typical LinkedIn user:

The takeaway: Use the content multiplier method to re-purpose and tailor your
content for specific platforms so you can get your content in front of as many
eyeballs as possible (Tony does this by being a contributor on Entrepreneur.com,
Arianna Huffington’s Medium publication and LinkedIn).
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Tip #11

New Product Pre-Sell Strategy: Use A Welcome Mat To

Collect Thousands Of Pre-Orders For Your New
Products Without Changing Your Homepage Design

See this:

This is the EXACT strategy Tony Robbins is using to pre-sell new products he releases on
TonyRobbins.com.

It’s called a Welcome Mat (a section of the page that first shows when a new visitor comes to the
website, then disappears when the visitor scrolls down to reveal your normal page)
#superstealth

Tony uses a welcome mat to quickly collect sales for new products without having to change
anything on his home page and get tech geeks involved.

He simply turns it on and off as he has new products he wants to feature on his website.
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Keenan Shaw (Tony Robbins’ Demand Generation Manager) said this tool helped increase their
website leads by 15%:

Click here to see which free tool Tony uses

to create his Welcome Mats.

The takeaway: Leverage the latest website technology to improve your website
conversions (Tony does this by using a Welcome Mat to pre-sell his new books and
other new products he releases).

What Have We Learned?

Tony Robbins is a big player in the professional training world, but you don’t need a sumo-sized
marketing team or budget to get similar results.

You just need a smart Sumo marketing plan.

Here are the 11 key takeaways you can borrow, modify and adopt for your own business based
on Tony Robbins real-life marketing tactics:

1. Starting off your funnel with a lead gen quiz that follows the AIDA (Attention,
Interest, Desire, Action) formula is a powerful way to capture lead info and
segment prospects into specific email automation sequences based on their
response.

2. Using multiple CTAs isn’t always a recipe for disaster as long as most of them are
low-commitment, offer a LOT of useful free content and appeal to a wide range of
learning styles (like Tony did by offering videos for the visual learners,
complimentary phone calls for the auditory learners, etc.).
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3. People love thinking things were made just for them and your prospects are no
exception. Find a way to get your prospects to “show” you what they are
interested in and then give them their very own mini-funnel of customized
product solutions.

4. In Tony’s case, it seems that top-level PPC landing pages perform better than
product-level landing pages. Though this is a very unusual (and risky) move for
most businesses, it could be something worth testing.

5. Spreading all your content on all your social media channels won’t necessarily
help you. When it comes to social media, think like a peacock and figure out what
type of content spreads best on each social channel.

6. Nobody likes a sleazy car salesmen (get your prospect on a phone call and follow
Tony’s simple goal-based sales call strategy to get more client enrollments for
your business).

7. Retargeting doesn’t have to be crazy expensive or crazy complicated. Making

yourself everywhere by retargeting across multiple platforms with a simple sales
funnel makes small budgets work like big budgets.

8. If you do live events, you better get your Tony Robbins clapping ritual and MC
hammer spin on point. High-energy events that command your audience’s
attention need a presenter who is going to control the room. Great speakers have
rituals that pump them and the audience up.

9. Podcasts are a super effective way to generate more awareness and traffic for
you or your website if you offer listeners lots of interesting, high quality and helpful
content. But don’t just jump in like a newb, decide what you’re going to be known
for and only slip in your promotional material when it can be done smoothly and
naturally.

10. The more people that are exposed to your content, the better. Use the content
multiplier method Tony uses to help you spread, re-purpose, and customize your
content across different platforms

11. There is always new technology coming out that can help you get more website
conversions.

Click here to see the tools Tony is using to

grow his business.
 CHAPTER 3: SUPREME CASE STUDY

SUPREME STREETWEAR’S
INSANE SUCCESS

Sumo.com Growth Study

Peek inside Supreme's multi-million dollar
marketing strategy
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Supreme has the secret sauce for creating a cult-like following:

� Over 6M Instagram followers

� Their products resell at over 1200% their retail price
� Founder, James Jebbia, net worth of over $40M dollars

Today I’m going to show you EXACTLY how Supreme New York has grown from a one location
retail store run by skateboarders to a worldwide known ecommerce brand with a following
larger than some religions.

Supreme has more viral content than any other ‘big name’ streetwear and skateboarding
companies such as:

� Billabong
� Roxy
� Quicksilver
� Volcom
� O’Neill

Founder James Jebbia declines to disclose any specific revenue numbers to the public;
however, he notes that “Our business is as good as any high-end designer.”

You can see from the Google Trends report below that worldwide interest has steadily rose over
time for the Supreme brand:

The best part? Supreme has grown — and continues to grow — WITHOUT spending insane
amounts of money on advertising or marketing.

This means you can do it for your ecommerce business, too.

Let's get it on!

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Traffic Sources Supreme Used to Build It’s Cult-Like Following

Supreme is a streetwear brand that started as a skateboarding shop in New York City in April
of 1994.

The brand produces clothing centered around their ‘red box logo’ which is shockingly simple,
has transcended its skateboarding roots, and is fueled by the brands ability to create desire.

Here’s how Supreme gets most of their web traffic.

With a cult like following, and a focus on exclusivity, it makes sense Supreme relies on direct and
search traffic as their main traffic drivers.

Supreme is the most sellable clothing brand in the world. The stuff they make is statistically
more likely to skyrocket in value than the merchandise of pretty much any other consumer
company in the world.

To increase your own following, product demand, and direct traffic, here are nine ecommerce
marketing tips you can apply in your business.
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Tip #1

The LIMITED SUPPLY METHOD To Creating Viral

Content Around Your Brand Without A Blog

Supreme product drops are powerful, and the user generated content around the brand has
been enough to allow Supreme to remain in a mostly ‘underground’ status in terms of marketing
with almost no paid search investment.

Here’s just one of the online communities that create viral content for Supreme without them
having to do a thing:
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Supreme Talk UK/EU (aka SupTalk) is Europe’s largest Supreme fan group. It’s also one of
Supreme’s biggest Facebook reselling groups.

The group started in 2012 when founding members Adam Rose and Peter Mitchell were
frustrated at the lack of a UK secondary market for Supreme compared to the USA. So they
started SupTalk for Supreme fans to buy, sell and trade Supreme products without having to pay
obscene shipping costs.

Supreme have been able to get groups like SupTalk and major news sites with millions of
followers like Hypebeast and Highsnobiety to promote their products by limiting supply of their
product. Every week dozens of articles are published around how/when and who is involved in
the resale of Supreme products, like this one:
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When you look at Supreme’s top backlink, you can see the enormous amount of shares it has
received, and traffic it provided:

Actually, Hypebeast alone have generated over 113 content pieces around Supreme with total
shares over 200,000 in the last year. Again, just one example of content and momentum
created outside Supreme itself.

But even though now more people than ever want Supreme, they’ve always kept supply
controlled and never released a ton of pieces. This means demand gets higher as supply stays
the same, manifesting an overblown hype that creates a secondary resale market for when
Supreme release new products.

To get this level of virality and organic user generated content around your brand, it means you
need to be very disciplined. When a Supreme product sells well, they never make it again.
That’s what creates the hype and insane resell prices that get as high as 1200% or more,
like this:
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When you make things in smaller quantities, it makes people:

� Feel special
� Want to have it even more
� Increase the value for the buyer

While many businesses are trying to use “Limited Edition” as a selling point, with Supreme if you
don’t get it you may never have the chance to get it again.

Supreme is the only company who sells it (they only have one retail distributor called Dover
Street Market) and they only sell product through their online store and limited retail locations
around the world.

� USA: New York City, Brooklyn, Los Angeles

� Europe: London, Paris
� Japan: Tokyo (Shibuya), Tokyo (Harajuku), Tokyo (Daikanyama), Nagoya, Osaka, Fukuoka

Supreme do weekly product drops every Thursday where they release a fresh batch of
streetwear via its online store and international retail locations (with Japan getting it two days
later on Saturdays). However they never say what’s coming.

This allows Supreme to gain brand momentum and organic traffic to their site every week
through viral communities like SupTalk and major news sites like Hypebeast, because their fans
want to know what’s coming next.

Supreme’s limited supply strategy created a demand frenzy that got so big once that when the
“Supreme Foams” were released at Supreme’s New York Store they were forced to not sell it by
NYPD due to concern for public safety.
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The takeaway: Intentionally release every product in limited quantities to ensure

sellout and engineer viral content around your brand (Supreme does this by limiting
the quantity of every product they sell and varies the number available depending on
the product and collaborators.)
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Tip #2

The Most Unusual HOME PAGE LAYOUT In The World

That Gets All The Boys And Girls Chasing You

Supreme’s homepage is largely different from most retailers homepage. You’ll notice that
Supreme uses a ‘stripped down’ website theme that combines a minimalist approach with a ‘too
cool for school’ feel, leaving visitors wanting to know more vs. bombarding them with
information.

Click here to reveal the web agency Supreme use

The brand’s stripped down homepage contains:

� Zero call to actions

� A stripped down minimalist design
� Only one graphic → Their logo

When compared to other big name brand homepages Supreme’s homepage is strikingly
different, and relays a different message. Just take a quick look at Nike’s homepage for
example:
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It’s clear what message Supreme wants it’s visitors to understand: you need to chase them, they
won’t chase you.

Supreme has actually been quoted in the documentary “Sold Out” as being:

“The girl that gives you her number

but never answers when you call”.

The takeaway: Will this homepage approach work for everybody? Absolutely not;
however, if you are looking to create a high-end, luxury brand, it’s something you
should look into (Supreme does this with a site design that hasn’t changed since it
launched in 2006 to stay elusive and on brand with 1 logo, 9 page links, 2 social links
and 1 link to their mobile app).
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Tip #3

The EMAIL MARKETING Strategy That Makes Your

Customers Constantly Check Their Spam Folders

Supreme’s mailing list sign up is not plastered all over their website. There is a very modest link
to their mailing list page in two places:

1. The bottom of their homepage

2. Their ‘shop’ page for a few months before their next collection releases

Click here to reveal the email marketing software Supreme use

When you sign up for the Supreme Email List you get… nothing!

Crickets actually start chirping as you wait for any sort of email from Supreme.
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Supreme’s email marketing strategy actually

makes customers impatient for their next email.
It’s no surprise that Supreme uses their email newsletter in a different way than most retailers.
Following suite with everything else they produce, Supreme’s email sign up is not the norm.

In an age where consumers are bombarded with emails highlighting specials, sales, and content
-- Supreme uses their email list as another tool to portray the message that ‘you chase us’ in
their marketing.

Supreme uses their email list for two main purposes:

1. To update consumers on their weekly ‘drops’

"Each week you will be notified of a location where you can go and sign up for your spot on
Thursday’s line. Once you receive the email you can proceed directly to the location given." -
Supreme Reddit Forum

To create an inline mailing list form like this on your website, you can use Sumo.

To make sure their emails reach their mailing list subscribers inbox, Supreme use specialized
email delivery software.

Click here to reveal the inbox deliverability software Supreme use

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2. To send exclusive insider emails to select customers

Supreme has been known to send messages and updates to a select group of customers. The
way they come up with this list is a mystery.

Supreme’s email tactic is such a mystery that sometimes they do not even send order
confirmation receipts. There are dozens of conversations online regarding order confirmations:

The takeaway: Do not follow the crowds. Just because 90% of retailers spam people
with emails and push for sign ups does not mean it is the best tactic for your email list.
Make sure your email marketing strategy is in line with your branding (Supreme does
this by only sending emails when their products drop and “mystery” customer-
only emails).
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Tip #4

The eCommerce “Lookbook” CONTENT MARKETING

Strategy You Can Use 3 Days Before Launching Your
New Collection

Three days before their new collections are available for public sale, Supreme launch something
called a “lookbook” on their website. Supreme doesn’t have a blog on their website; however,
their “lookbooks” provide customers with rich visual engagement with the brand, like this:

When the “lookbook” goes live on Supreme’s site, you can look through and see what Supreme
is going to drop over the next few months, but you don’t know when those items are going to
drop. You can basically see all the items Supreme are going to come out with in the coming
season, except for collab drops and surprise drops.

Here is one of Supreme’s lookbooks for their Fall/Winter collection (they release two per year):
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By releasing the lookbook before the product is available for sale, it creates a massive
amount of buzz across social media and major news sites like Vogue, Highsnobiety, Complex
and Hypebeast:
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Fans get so hyped about the lookbooks that they make videos on YouTube reviewing the whole
season's collection (pictured above). You can see some of these videos are so popular that they
get over 100,000 YouTube views.

Outside of seasonal lookbooks, Supreme do collab lookbooks. These are based on collab
drops with other high end fashion and clothing brands. Here is a Louis Vuitton/Supreme
lookbook from a collab drop Supreme did with Louis Vuitton:

Supreme use their “lookbooks” to further convey the exclusiveness and allure of their brand.

Notice how the images portray a sort of ‘clique’ that further motivate customers to try to be a
part of the brand culture by purchasing their products.

The takeaway: Use “lookbooks” as part of your content marketing strategy so you can
build up hype and social buzz around your brand before your new products drop
(Supreme does this through their biannual Fall/Winter and Spring/Summer lookbooks
which they release three days before you can buy their products.)
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Tip #5

The Only Guaranteed Way To GROWTH HACK REDDIT

Without Being Trolled

Here’s a look at Supreme’s top social traffic sources:

To get traffic from Reddit Supreme get one of the moderators of the subreddit to post a “super
thread” under the News post flair category with links that go straight to Supreme’s website with
their newest lookbook:
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If you tried to do a post like this by yourself in Reddit, you would get 762 Reddit trolls swearing
at you for shameless self-promotion. But by getting the moderator of the subreddit to post,
Supreme got 762 comments discussing their new lookbook collection.

Here is a full list of all the moderators for the Supreme subreddit:

Every subreddit has a page like this, all you need to do is type the below URL in your browser
window (then replace “supremeclothing” with the name of the subreddit you want to find a
moderator in):

reddit.com/r/supremeclothing/about/moderators

Once you click on a moderator's name, on the top right of the page you will see a text link you
can click on to send the moderator a private message:

The takeaway: When you have a big product launch incentivise Reddit moderators in
your chosen subreddit to share your product launch so you can drive massive traffic
from Reddit to your ecommerce website (Supreme does this by getting moderators in
the r/supremeclothing subreddit to post their newest lookbooks.)
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Tip #6

Celebrity INFLUENCER MARKETING: How To Get

Collabs With Lady Gaga, Kanye West, Drake And
Kate Moss

Supreme has built their brand and boosted exposure by getting the attention of celebrities.
Dozens of celebrities are captured wearing Supreme’s class box logo tee.

Their clothing can be seen on high profile celebrities such as:

� Lady Gaga
� Kanye West
� Drake
� Kate Moss

Kate Moss in her Box Logo Supreme Tee

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Lady Gaga sporting the Box Logo Supreme Tee

So how does one go about getting a celebrity to endorse a product?

One word. Authentically.

Supreme’s celebrity endorsement actually started with their collaboration with music artists. In
the 1990’s Supreme began collaborating with different music artists to inspire their collections.
Supreme authentically created relationships with music artists to gain momentum and establish
collabs.

Here is the first ever artist collaboration Supreme did (with late graffiti artist Rammellzee when
they opened their New York City store in 1994):
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Lady Gaga sporting the Box Logo Supreme Tee

The hand-painted Supreme trucker caps with neon clouds Rammellzee helped create are
amongst the rarest of Supreme products.

After the trucker cap collab with Rammellzee, Supreme created dozens of celebrity inspired
t-shirts, hoodies and caps over the next three decades. When a music artist works closely with
Supreme to create a piece of clothing inspired by them, there is a bond that is formed.

Celebrities who work with Supreme can feel the authenticity oozing out of everything released
by Supreme, and are likely to wear the products themselves.
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Supreme’s key influencer marketing tactics for getting collabs with major celebrities and
brands are:

� Authentically create real relationships with brands/influencers that you want to collab with.
You do this by helping them with things they are involved with (attending events where
they are, connecting via social media, etc.)
� Do things that allow your collabs to actively participate in the collab with you. Create a
product together.
� Outline the benefits of working with you (massive exposure, tapping into a new market, etc)
� Ensure that the brands/collabs you are trying to reach out to are in line with your morals,
values, and overall ‘culture’ you are creating with your brand

If you do these four things right, then leverage the success of your first collab to get your second
and third, you can get celebrity influencers promoting your product for you.

The takeaway: Look at the influencers your target market admires then brainstorm
ways to help them with what they’re working on in order to authentically gain their
trust and collaborate with them (Supreme does this through collaborating with top
names like Lady Gaga, Kanye West, Drake and Kate Moss - all artists who their target
market admire).
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Tip #7

Use This INSTAGRAM GROWTH Hack To Grow Your

Instagram Account To 6 Million Followers

Supreme’s instagram posts average over 100,000 likes, and over 700 comments:

To maintain brand consistency, exclusivity, and mystery for each of their Instagram posts,
Supreme uses simplicity and celebrity endorsements/collabs to gain followers.
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They posted their first Instagram post in March of 2013, and use the social media platform to
post images from their lookbooks and highlight their collabs.

Their top hashtag is related to their collab with Louis Vuitton -- #LVxSUPREME

The brand has collaborated with brands and influencers such as Vans (pictured below), Nike,
Fila, Levi, and dozens of well known brands.

� Nike
� Fila
� Levi
� Vans (pictured below)
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Supreme has nailed doing collabs with well-known brands and then promoting that
collaboration on their Instagram. By focusing on growing one social media channel (ie:
Instagram growth) Supreme are able to show collab partners they are able to promote the collab
to their over six million Instagram followers, creating a flywheel for more collab opportunities
and more Instagram account growth.

The takeaway: You can’t win on every social media channel. Focus on growing one
social media channel and finding the types of posts that work best for your business.
I saw a marketing company called HubSpot doing the same thing, but instead
focusing on Facebook growth by using Facebook video posts (Supreme does this by
collaborating on products with major brands like Vans then using that as social proof
to hack their Instagram follower growth).
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Tip #8

The POSTER ADVERTISING Campaign You Can Run To

Build Insane Hype

Instead of the standard PPC advertising campaigns most clothing brands do, Supreme instead
chooses to do periodic celebrity poster campaigns to stay true to their brand exclusivity.

When a campaign runs, Supreme will glue posters of celebrities rocking the brand’s signature
box logo design on walls, scaffolding, and mailboxes around New York City and other cities
where they have retail stores, like this one with Kate Moss:

Supreme will them make a photo t-shirt (based on the poster) available for sale to Supreme fans
in future months. These t-shirts are some of the most desired pieces in Supreme’s collection.
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Here are some of the most famous poster ad campaigns Supreme have run over the years:

� Raekwon & Elmo, 2005

� Dipset’s Jim Jones & Juelz Santana, 2006
� Mike Tyson, 2007
� Kermit the Frog, 2008
� Lou Reed, 2009
� Lady Gaga, 2011
� Prodigy of Mobb Deep, 2011
� Three 6 Mafia, 2012
� Kate Moss, 2012
� Neil Young, 2015

Other than the photo tee and poster campaigns, the closest Supreme comes to advertising is
through their behind-the-scenes videos that you can find on the “random” link on their website.
Here’s what it looks like:
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The takeaway: When you find an advertising campaign that works, keep doing it
(Supreme stay true to their brand identity and have been doing photo tee and poster
campaigns since 2005.)
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Tip #9

Turn Your Customers Into Millionaires By Following

These 2 ECOMMERCE MARKETING Rules

Every Thursday entrepreneurs (and hypebeasts) line up at Supreme stores to get the latest
drop. The online web store sells out so fast that two guys built an ecommerce bot called “The
Supreme Saint” that people can buy the option to use for sixty minutes every Thursday at 9am
on their website.

From 9am to 10am on Thursday you can pay anywhere from $10 to $100 to get these guys to
buy Supreme for you. Then at 11am when the Supreme online store opens, their bot will connect
to Supreme’s servers with your shopping list and credit card number, and complete the
checkout for you before other ordinary online shoppers can.
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One time these guys made $20,000 in five seconds, by selling 200 pairs of Nike/Supreme Air
Jordan 5 sneakers for $100 (that’s not the price of the Air Jordan’s, that’s the price people paid
to use The Supreme Saint bot to get a crack at spending another $200 on Air Jordan’s.)

Another bot maker called EasyCop Bot sells a Supreme app-based bot for $595 that people can
use on their own. By mid-2016, more than 500 people had purchased it raking them in nearly
$300,000:

The reason add-to-cart bot services like this exist, and why so many resellers line up for
Supreme is because founder James Jebbia follows two simple ecommerce marketing rules:

1. Scarcity: every product is sold in limited quantities

2. Consistency: new products go online only on Thursdays, and only at 11am

By following these two rules Supreme have created a culture where customers know when to
come back and know that they will find something new every time. This strategy has been so
successful that Supreme’s website got almost one billion pageviews in 2016 when a box logo
hoodie dropped (data I found in a deleted tweet from Supreme’s web agency.)

Obviously a lot of that is from bot traffic, but the bots are actually helping Supreme sell out
quicker and make more money. They work so well that items are selling out quicker every week
(between 19 seconds and 173 seconds.)
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The resellers then flip and profit.

Supreme is trying to reduce bots so customers who want to wear the clothing can buy (and not
just attract resellers), but their two rule strategy has worked so well that the resale market has
become insanely lucrative.

Wealthsimple, an investment company in New York found that if you flip 149 Supreme items at
an average profit of $67 per item, you would make $10,000 profit per year. If you then invest that
$10,000 every year and the market goes up by an average of 5.5% per year, in 35 years you will
be a millionaire.
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Most ecommerce companies can’t replicate this sort of math for their customers because
they’re missing scarcity and consistency from their business model.

And just look at the math on this business model for Supreme (this Redditor said it best):

Supreme make this money in under 10 minutes every Thursday too, like damn ;)

The takeaway: If you want a predictable ecommerce business model where you sell
out of stock every week and do massive sales volume in a short time period of time,
limit your supply and drop your new product at the same time and day every
week/month/year (Supreme does it by limiting supply and dropping new products
every Thursday at 11am.)
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9 Key Takeaways From Supreme Streetwear's Insane

Success

Supreme Streetwear has a marketing strategy so legendary, so mysterious, and so successful

that entire documentaries have been created around it’s ‘marketing strategy’.

Supreme without a doubt displays the same characteristics of exclusive couture brands;
however, their products are fairly simple.

Here are the nine key takeaways:

1. Intentionally limit the quantity of every product you sell. This is how you can build a
demand frenzy around your brand and get people in internet groups and major news sites
promoting your product for you.

2. Match your homepage design with your brand image. If you’re trying to go high-end luxury,
keep your website simple and stylish.
3. Rethink your email marketing strategy. Are your customers replying to your emails excited
to get the next one, or do you send out so many they just ignore you? Just because 90% of
retailers spam people with emails and push for sales does not mean it is the best tactic for
your email list.
4. Release content your target customers want. Just because everyone is writing blog posts,
it doesn’t necessarily mean it’s the right marketing tool for you. Supreme use “lookbooks”
that get the attention of their fans and the media. Think outside the box for what content your
buyers want to engage with, and how often.
5. Find moderators inside subreddits of Reddit to promote posts for you. This is the only
guaranteed way of getting links to your business promoted in Reddit without being
self-promotional.
6. Get collabs with celebrities. You do this by helping them researching them and helping
them hit the goal they are working on right now, building your product with them and
showing them how you will promote them to your audience.
7. Focus on growing one social media channel. You can’t win on every social channel, but you
can double down on one like Supreme did with Instagram by finding what type of posts your
audience most like to engage with.
8. Double down on advertising campaigns that work. Supreme have being doing photo tee
and poster ads for over a decade. They haven’t jumped around between different marketing
channels, they just do what’s worked in the past. Look at what’s worked best for your
business in the past and double down on it today.
9. Use these two ecommerce marketing rules together: Scarcity and Consistency. By limiting
the quantity of product you sell and releasing product at a consistent time and day every
week/month/year you can sell out of product consistently.
 CHAPTER 4: AMAZON CASE STUDY

HOW AMAZON
GENERATES
$136 BILLION IN SALES

Sumo.com Growth Study

Peek inside AppSumo's multi-million dollar
marketing strategy
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As an eCommerce company that gets more than 2 BILLION monthly website visitors, Amazon,
the “earth’s biggest store” hardly needs any introduction.

That’s why today I’m going to show you some of the top marketing tactics Amazon has used to
get to this level of traffic and to grow from $34 billion in 2010 to a projected $303 billion in sales
in 2020 (based on their average sales growth rate over the past five years.)

Grab a taco, strap yourself in and get ready to grow your eCommerce business with these
8 marketing tips from Amazon.
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Tip #1

Master Google AdWords With Amazon’s “eCommerce

Relevance-Raising” PPC Strategy

Amazon advertises on over 5.8 million PPC keywords across Google AdWords and Bing/Yahoo
using 6 million ads.

Click here to reveal the tool you can use to spy on other
companies’ PPC strategies

To advertise at that scale on that many keywords without writing 6 million individual ads,
Amazon uses “Dynamic Keyword Insertion” (DKI) to make the keyword you are searching for
magically appear inside the headline and description of the ad with a templated ad.

To prove I’m not making this stuff up, here are three completely unrelated products, and the
Amazon ad that shows up when you type the keyword into Google:

Keyword: TENS Massager

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Keyword: Phillips Screwdriver Size 0

Keyword: Toe Less Stockings

By using DKI, Amazon can increase their Quality Score by making their ads more relevant to the
person searching on Google.

Quality Score is measured by expected clickthrough rate (i.e., how many people click on your
ad vs. other ads), ad relevance (i.e., how well your ad matches the keyword), and landing page
experience. To boost all three factors, Amazon uses DKI to increase its expected clickthrough
rate and ad relevance, then sends you to a product category landing page on their website
sorted by “Relevance.”
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Amazon doesn’t just do it for this one product; they have a system to do it for millions of different
products. Here is just a sample of what I found:

Not every keyword has an average position of #1, but Amazon consistently outcompetes
millions of different advertisers (including Walmart and Target) for the top two ad positions.

Click here to reveal the tool you can use to find who has the best ad
rankings in your market

Here is a step-by-step breakdown of Amazon’s templated ads with the different ad copy
variations and ad extensions they use to do this (so you can copy them or beat them with your
own Google AdWords ads):
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1. Headline 1 with dynamic keyword insertion

• [Product Name] at Amazon®
• Shop [Product Name]
• [Product Name]

2. Headline 2
• Shop [Product Category Name]
• Free 2-day Shipping w/Prime
• Amazon.com Official Site

3. Display URL
• /[Main Category]
• /[Main Category]/[Sub Category]

4. Seller Rating Extensions

• Show when you have 150 unique reviews and rating of
3.5 stars or higher

5. Description line with dynamic keyword insertion

• Big Savings on [Product Name]. Free Shipping on Qualified Orders.
• Save on [Product Name]. Free 2-Day Shipping with Amazon Prime.
• Find Deals on [Product Name] in [Category Name] on Amazon

6. Callout Extensions
• Read Ratings & Reviews
• Save with Our Low Prices
• Shop Our Huge Selection
• Try Prime Free
• Stream Videos Instantly
• Discover Prime Music
• Explore Amazon Devices
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7. Sitelink Extensions
• Amazon Gift Cards
• Amazon Prime
• Prime Instant Video
• Prime Photos
• Amazon Prime Student
• Shop by Room
• [Product Category]

Based on the headline and description ad copy variations I researched, Amazon could be
testing up to 297 ads for any one product at a time with different rotating ad extensions showing
up for each ad.

Here is an example of how you would set up one of these ads in your own AdWords account
(notice the use of dynamic keyword insertion in Headline 1 and the Description):

Amazon’s secret URL is a URL that generates based on a keyword someone searches in
Amazon’s search bar. To customize the landing page for someone coming from Google,
Amazon grabs the keyword you search on Google and dynamically adds it to the end of the
URL.

This is what it looks like if you were to search for “Toe Less Stockings” on Google and then click
Amazon’s Google ad (Amazon dynamically append the search query to the final URL):
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Amazon does this by using the AdWords API to programmatically generate unique landing page
URLs based on a keyword you search on Google.

You won’t be able to achieve this without a web developer; however, there is a simple
alternative you can use to still create targeted, highly relevant Google Ads for your eCommerce
store.

Step 1 : Create a SKAG (single keyword ad group)

Step 2 : Place your product keyword in that ad group
Step 3 : Create one ad targeted to that keyword
Step 4 : Send all traffic to your product landing page for that keyword
Step 5 : Add negative keywords based on unqualified traffic

This is how you can beat Amazon by being more granular and sending traffic to unique product
landing pages based on individual keywords.

The takeaway: To outcompete your competitors on AdWords, set up highly targeted

ads using dynamic keyword insertion, unique selling points, and custom landing
pages for every keyword. Amazon does this using templated headlines and
description lines with dynamic keyword insertion and dynamically generated landing
pages that send people to product pages sorted by relevance based on the keyword.
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Tip #2

Sell A Loss Leader Product On The Front End To Make

4X More Money On The Back End

As of 2016, The Kindle Store had well over 4.6 million titles, making it the largest eBook retailer
in the world, and it has shown no signs of slowing down anytime soon.

Back in 2011, Amazon’s fastest-growing product was the Kindle and related digital content, and
it was projected to amass more than 10% of the company profits the following year. Now with the
Kindle and a massive selection of eBooks, Amazon dominates the international eBook market.

The Kindle store generates customers in two ways:

1. Through the sale of Kindles.

2. Through the sale of digital content.

But what’s most interesting about this is that Amazon sells Kindles at a loss to generate a
profit from digital content later on.

And Amazon has seen that when users own a Kindle, they spend more money than those who
just use the Kindle app.
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So, they are willing to sell the Kindles at a loss for future increased revenue, as these Kindle
owners then purchase and consume digital content later on.

Golden Nugget: Sell a product at a one-time loss with a simple and effective plan
to make a profit off of recurring purchases in the future. Amazon takes an estimated
$500+ million loss on the Kindle device (the front end) to make an estimated $2+
billion profit on eBooks, music, movies/tv shows, advertising, and apps (the back
end.)

Selling the Kindle at a loss is a customer loyalty investment. Once a customer has the Kindle in
their hands, they buy their digital content from Amazon. So, Amazon makes a point to offer
highly relevant digital content that works with their Kindles.

One example of this is their subscription service for eBooks called Kindle Unlimited. For
$13.99/month, subscribers have access to over one million titles in the Kindle store.
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Amazon promotes the Kindle Unlimited offer by using popups on their “Books” pages. When
you view a book with a Kindle version, you’ll immediately see a popup. Amazon can do this
using “Visibility Rules” so the popup only shows on book pages that are available on Kindle.

Click here to reveal the “Visibility Rule”

popup you can use like Amazon
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Golden Nugget: Use an image from your landing page inside the popup to
personalize and improve your conversion rate. This is something very tactical
Amazon is doing to increase profit on their digital content, so they convert their
“loss leader” product into recurring revenue.

Amazon also uses their Kindles to put their ads right in front of their customers and try to push
them deeper into the Amazon ecosystem. Here is an example of an Amazon fireTV ad shown
on the Amazon “Kindle with Special Offers.”

Note: Back in 2011 when the “Kindle with Special Offers” was released with the third generation
Kindle it was $75 cheaper than the standard 3G version ($114 vs. $189.) This was a tactic used
by Amazon to make Kindles more affordable while making that money back with ads for their
other products.

Selling loss leader products like the Kindle is a marketing strategy many businesses use to profit
down the road. Here are a few examples:

Loss leader product: Dirt cheap razors.

Why do companies sell these at a loss? Razor manufacturers expect to profit off the
replacement razor blades people buy in the future.
Loss leader product: Highly-discounted Black Friday deals.
Why do companies sell these at a loss? Stores expect to profit off all the extra customers
drawn into their shop to see the deals.
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Loss leader product: Cell phones.

Why do companies sell these at a loss? Phone companies expect to profit off the cell
phone plans people will need to pay for to use their new phone.
Loss leader product: Milk and eggs.
Why do companies sell these at a loss? Supermarkets expect to profit off the other items
people end up buying as they walk through the store.

Selling a loss leader at the front end isn’t a good option for every business or product. There are
two situations when it can be a good fit:

Situation #1:
Your loss leader product requires future purchases from your customers to be used properly
(like razor blades to use the razor or ink to use the printer.)

Situation #2:
Your goal is to attract new customers to your store that you think will make more purchases at
the same time or after experiencing your product the first time (like how Black Friday sales
attract many first-time buyers and how milk and eggs get people to the back of the store,
making them walk past high-margin items.)

The takeaway: Selling a loss leader product on the front end has the potential to
make some big recurring revenue on the back end if you design the future purchases
to be a natural progression from the first (Amazon does this by selling the Kindle
eReader and Fire tablet at an estimated $500+ million loss to make an estimated $2+
billion on eBooks, music, movies/tv shows, advertising, and apps.)
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Tip #3

The Charity Affiliate Program You Can Use To Profit

From Philanthropy While Giving Back

The AmazonSmile Foundation is something Amazon has set up so customers can donate to
charity while shopping.

This is how it works:

There are almost one million 501(c)(3) public charities who are a part of AmazonSmile.
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So far Amazon has donated more than $62 million to charities since October 2013. Giving away
$62 million isn’t that much money for Amazon, when you take into account how much money
they make from this program. You see, the AmazonSmile program is an affiliate program for a
type of audience (charities) who are famously strapped for cash (and thus very willing to
participate).

As with all classic affiliate programs, the AmazonSmile program gets their “partners” (the
charities, in this case) to do the work of promoting Amazon for them. So, even if Amazon is
giving these charities money, the amount of additional purchases they get because of the
program is worth it.

At 0.5% donation per sale, for every $10,000 in sales Amazon makes when someone buys
through the AmazonSmile site, $50 goes to charity. Plus, unlike other affiliate programs, the
charitable twist has the added benefit of:

Making customers feel better about their Amazon purchase

Encouraging more purchases from Amazon in the future
Customers viewing Amazon in a positive light

As with most successful affiliate programs, Amazon knows that a key is to make promotion easy
for their partners. Once you sign up as a charity, Amazon gives you all the “marketing tools” you
need to promote your AmazonSmile charity link.

Here is what Amazon’s landing page looks like after signing up as a charity:

Part of what they offer you as a partner is “personalized web banners” and “ready-to-use
Facebook and Twitter messages,” as this AmazonSmile welcome email explains:
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This is the same thing Shopify does with their successful affiliate program. This not only makes
it easy for partners to promote AmazonSmile but also makes their promotions more effective.
Here are a few of the ways partner charities are putting these marketing tools to use.

Banners at the bottom of websites (California Historical Radio Society)

Banners at the top of websites (Rowan Tree Foundation)
Links inside blog posts (World of Children)
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Facebook posts for Amazon Prime Day (Talk It Up Foundation)

Facebook posts with holiday banners (Delaware Valley Siberian Husky Rescue). Note how
Amazon uses a hashtag in the Facebook Post copy to track and promote their campaign:

All of these charities (and the nearly 1 million other partners) are doing a lot to promote Amazon
to their audiences. Which is exactly what you want your affiliate program to do -- get your
partners to do the work of getting existing audiences to buy more from you while you also get
your brand in front of new audiences.

Seeing a reminder of Amazon again and again on different websites and social media
increases Amazon’s brand awareness and makes them top of mind when people need to
make an online purchase.

If you aren’t able to donate a percentage of your eCommerce sales to charity, or if you don’t sell
products that have a wide market appeal, then here are some other ways you can tie
philanthropy in with your business:

Creating one-day sales events where you donate a portion of all purchases for the day to
a charity.
Product donations to charities who will tell their audience about you.
Hosting live events with local charities (such as a walkathon, charity bike ride, fundraising
dinner, or a comedy night).
Partnering with charities that use (or could use) your products.
Sponsoring a youth sports team who have the same fan base as you
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To make a philanthropic program like AmazonSmile work, Amazon needs to make their website
visitors feel like they are giving back with every purchase they make on Amazon. Here is how
they do it:

If people don’t go directly to the AmazonSmile page or end up on AmazonSmile through a

charity promotion, Amazon makes people know about the program with this popup that can
display on their product pages:

Click here to reveal the free tool you can use to create popups on
your product pages like Amazon

Golden Nugget: Use micro-copy underneath your call to action (CTA) button on your
popups to increase the number of people who click it. Amazon uses microcopy under
their “Pick a charity” CTA button, so you know it will be quick to pick a charity and
then continue with your online shopping.

These popups get seen by millions of website visitors every month, so Amazon really wants you
to know that they are willing to donate to your favorite charity and be known as a company that
gives back.

But even if you do pick a charity, it doesn’t necessarily mean Amazon will donate. Donations are
only given if you deliberately go through the AmazonSmile URL -- it’s not automatic and has to
be done every time you make a purchase (unless you download a web extension).
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And if you are a forgetful, impulse-buyer, or mobile shopper, there’s a good chance you’ll just go
straight through to the normal Amazon page unless you see a reminder popup (which triggers
after you’ve previously picked a charity then visit an Amazon product page).

This is done deliberately by Amazon. They could just give you a tickbox option in your Amazon
settings for donating to your favorite charity and link it to your Amazon account, but they don’t.
There are also no mobile apps for AmazonSmile.

Amazon does this for a few reasons:

1. So their partners (charities) are incentivized to continually promote Amazon on their

website and across their social media accounts.

2. So they aren’t forced to pay out significantly more donation money and destroy their profit
margins.

Here is how the math works (using 2016 as an example):

Amazon made $136B sales in 2016 ($124B from product sales)

Amazon made $2.4B profit in 2016
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If Amazon let people connect their favorite charity to their Amazon account and everyone
added it and used it all the time, they would lose $0.6B profit to donations ($124B x 0.5%). That
is equivalent to 25% of their total profit for the year.

Obviously, not everyone would add it, especially people outside the US (and not all of Amazon’s
revenue is made from their online store), but even if 50% of people did, that would reduce
Amazon’s profit by $300 million. So to maintain a healthy net profit margin (Amazon’s profit
margin is 1.7%) and continued expansion (like financing a deal to buy Whole Foods for $13.7
billion), Amazon only gives out donations when you buy through the AmazonSmile page.

When it comes to affiliates, Amazon’s real moneymaker is the Amazon Associate’s Program.
The program is one of the world’s oldest and biggest affiliate programs.

Here’s how it works:

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This classic version of an affiliate program does a lot of the same things the AmazonSmile
Program does. They both:

Get others (the affiliates) to do the work of promotion for them

Give affiliates something in exchange (up to 10% of sales)
Provide their affiliates with premade marketing material to help them promote Amazon
easily and effectively

The three major differences between the two programs is that:

1. Nearly anyone can be an affiliate in the Amazon Associate’s program, but only charities can
be an affiliate in the AmazonSmile program
2. People must click on an Amazon Associates affiliate link for the affiliate commission to be
counted, but with AmazonSmile you can just go straight to the AmazonSmile URL and pick
a charity
3. AmazonSmile affiliates make 0.5% sales commission, while Amazon Associates make 1-10%
commission.

And since Amazon has such a wide-ranging audience, utilizing a more traditional type of affiliate
program lets them reach as many people as possible.

To make sure the affiliates in the Associate’s program are successful, Amazon varies the type of
marketing material they give to affiliates. For example, while the marketing material for
AmazonSmile affiliates focuses on “Amazon gives” and general Amazon promotion, the material
they give associates is much more specific.

Here is just one example of a native shopping ad unit Amazon give associates to display
relevant product recommendations from Amazon on their website based on their page content.
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Ultimately, this helps Amazon’s affiliates personalize their promotion of Amazon products in a
way they know would appeal the most to their audience. For example, a food blogger could use
these ads to promote the specific cooking tools he or she writes about on the blog.

With this, Amazon improves their products relevancy to the affiliates audience so both parties
can make more sales. Amazon just needs to invest in the one-time marketing material setup
costs; then their affiliates will do the rest of the work for them.

The takeaway: Partner with affiliates that have the customer base you want to attract.
Make it a two-way collaboration: they promote you with pre made marketing materials
you give them, and you promote them to customers on your website (Amazon does it
by partnering with charities and giving them 0.5% of their product sales along with
premade website banners and social posts to promote on their website and across
social media. They also promote their program with a popup on product pages and
have an Associates Program where affiliates can make up to 10% commission.)
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Tip #4

Five Product Page Conversion Elements To Increase

Conversion Rates On Your Product Pages

On just a single Amazon product page, you’ll find high-converting direct-response marketing
tactics that include:

Social Proof
Perceived-Value Pricing
Scarcity and Urgency
1-Click Buy Buttons
Upselling and Cross-selling

Though this might seem like an excessive amount of conversion elements to put on just one
product page, these finely tuned pages are an essential part of Amazon’s strategy to push
people toward purchases. Without getting these pages just right, they likely wouldn’t be selling
several billion products each year.

Part of what makes Amazon’s pages so effective is that they use five product page conversion
elements to get people to convert from product browsers to product buyers. As an example,
here’s the above-the-fold view of an Amazon product page for a keychain:
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Product Page Conversion Element #1: Social Proof

When customers arrive on a product page, one of the very first things they see are those yellow
stars showing just how much everyone likes (or dislikes) the product.

And there’s a reason Amazon puts this social proof front and center.

Before people have even thought much about the price or how much they need the item, they
see what other people think. If they can see other people rate it highly, they are more likely to
click and buy.

You can do the same on your product page by adding:

Star-based reviews
Text reviews
Testimonials

Check out this Sumo guide to social proof (with twelve social proof examples you can use in
your business.)

Product Page Conversion Element #2: Perceived-Value Pricing

No matter what product you look at on Amazon, it always seems to be on “sale.”

Whether they actually are (or whether Amazon just says they are) doesn’t make a difference. As
consumers, we just can’t help but be subconsciously drawn to the idea of a good deal.

Take careful note of how Amazon does this (there are more steps to it than you might think):

Step #1 : They cross out the “original” price ($17.99)

Step #2 : They show the “discounted price” ($8.99)
Step #3 : They emphasize FREE shipping on orders over $25
Step #4 : They remind the customer, yet again, how much they are saving in both dollar form
($9.00) and as a percentage (50%)
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To do the same on your product pages, use the ‘perceived value’ of your product as the “Price”
and follow Amazon’s four-step pricing method.

Note: If you are going to try something like this, be very careful when including the original
price. In the past, Amazon used to include the initial list price. However, after Amazon and other
retailers faced a number of lawsuits over fake discounting, Amazon has stopped using list
prices entirely.

Now, if they use this perceived-value pricing, their “original price” is just the price the item used
to sell for on Amazon.

Something to keep in mind is that Amazon is always testing and trying new things. So, they
seem to change both the prices as well as the presentation of their prices a lot to see what
works best and gets the most sales.

For example, those first screenshots were taken a few weeks ago. Yet, when I go back to that
very same product page, I can see that they are now presenting prices as just a single number
without all the extra hype:

This current pricing presentation focuses less on the sale itself and more on making their
recurring revenue Prime offer stand out.

Amazon also has a complicated dynamic pricing strategy with their prices regularly fluctuating.
This is carefully done to make sure customers perceive Amazon as the cheapest place to buy
overall.

They do this by heavily discounting prices for the products you see the most (i.e., the most
popular products and the ones with the most reviews) so the prices are lower than their
competitors like Walmart.

Then, they keep prices for less desirable products normal or higher than their competitors.

Altogether, this dynamic pricing strategy helps Amazon discount just enough that customers
believe Amazon to always be the cheapest choice, but not so much that they are cutting into
their bottom line needlessly.

P.S: If you’re still struggling to come up with the right price for your product, check out our Sumo
write-up of nine psychology-backed pricing strategies (you’ll see that some of these are
strategies Amazon itself is using).
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Product Page Conversion Element #3: Scarcity and Urgency

One of the most effective direct-response marketing tactics is using scarcity to tell buyers there
are only a few items left in stock (“Only 12 left in stock - order soon”.) Not only does scarcity
compel buyers to order now before stock runs out, but it makes consumers think the product
must be popular or purchased often (thus boosting social proof even more).

Amazon then follows this up by using urgency to tell buyers if they want this to arrive by a
certain date, they have to order by a certain time (“3 hrs 19 mins”). This increases people's
chances of buying on Amazon instead of somewhere else because they can be guaranteed
they will get it tomorrow if the purchase is urgent.

Do the same on your product pages by following Amazon’s example above or checking out our
Sumo article with nine ways you can use scarcity in your marketing.

Product Page Conversion Element #4: 1-Click Buy Button

To avoid the dreaded abandoned cart, Amazon set up a shopping system that lets people make
their purchases in a single click (after entering and saving their billing, payment and shipping
information just once.)

This makes buying something ridiculously easy and fast (it’s just “1-click”), so customers aren’t
given time to reconsider their purchase. Amazon patented the technology back in 1999, but
now the patent has ended, anyone can use it to reduce cart abandonment.

Right now there are no off-the-shelf solutions for a one-click buy button technology from your
product page, but if you have a high volume of eCommerce transactions on your website, it
could be worth considering investing in software development resources to create your own.
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Product Page Conversion Element #5: Upselling and Cross-selling

Even if you don’t end up buying what is on the product page you are viewing, Amazon is KING
at making sure you buy something. They do this with some impressive upsell and cross-sell
attempts that run the length of the page.

When I search under “All” products in Amazon for “keychain”, then click one of the product
listings, this is what the top of the product page looks like:

Amazon does this by using a visibility rule to show that “Shop by vehicle” bar whenever you
view a product in the “Automotive > Interior Accessories” category. By knowing you’re looking
at a product page for an interior automotive accessory, Amazon gives you a venue to search for
more car products in a personalized way.

When you come back to look at more automotive accessories another day, Amazon
automatically saves your car to “Your Garage” to make it easy for you to buy more accessories
for your car:

If I scroll down, I end up on this bundle “Frequently bought together” upsell offering:
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Amazon is showing me another relevant product (related to the first) that I can buy for a
discounted price if I purchase the two together.

If I continue down the page, Amazon will suggest a LOT of other product options (including
“related products” and “also bought” products):

The “related products” section has sponsored ads from Amazon vendors that gives you more
options in case you still want a keychain but are not interested in the one on the current page.
The “also bought” section is the same, except these are not sponsored by advertisers.

Just below these two sections, Amazon has a free product comparison chart for the product I’m
looking at and other relevant ones:
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Amazon doesn’t care if you buy the product on the page you’re viewing. They just want you to
buy something. So, it’s in their interest to make you feel like you’re getting the best product for
you. Showing you a comparison chart helps you feel like you’re finding the right product to buy,
with no need to visit another site.

The next sections of the product pages are product info provided by the vendor, customer Q&A,
and reviews. The page then ends with yet more upsell and cross-sell attempts with a
“Customers who viewed this item also viewed” and a “Your recently viewed items and featured
recommendations” section.

Just to give you an idea of how often Amazon upsell or cross-sell on a single product page, here
is an entire product page with those sections circled in red:
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I know there are a lot of them, so here’s a quick review of all those
sections:

Personalized search (letting me search for other accessories

based on my car model)
Bundle offer with “Frequently bought together”
“Sponsored products related to this item”
“Customers who bought this item also bought”
Product comparison chart
“Customers who viewed this item also viewed”
“Your recently viewed items and featured recommendations”
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Product Page Conversion Element #6: The Smart Bar

Look at this screenshot one more time:

As I was scrolling down the page and hit this mid-way point (50% scroll down the page), that bar
popped up and stuck there.

This Smart Bar is a clever “last chance” to urge you to make the purchase. Amazon does this
with the promise of FREE shipping. Depending on the product, Amazon also pushes scarcity by
mentioning their limited stock.

Click here to reveal the free tool you can use to create Smart Bars
at 50% scroll depth on your product pages

The takeaway: Make your product page a conversion powerhouse with these six product
page conversion elements: social proof, discounting, urgency and scarcity, 1-click buy
buttons, upselling and cross-selling, and the Smart Bar.
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Tip #5

Short 14 Second “Show, Don’t Tell” Product Video Ads

You Can Use To Go Viral

Amazon has mastered the art of creating video ad campaigns that “show, don’t tell” for their
Amazon Echo with their #justask campaign. In the campaign, the goal is to specifically show
viewers what the Echo can do without actually explaining it.

See an example of how they do it in this video that has over 10,000,000 views on YouTube:

Little video ads like these are great for a few reasons:

They are very short (most of the ads are 30 seconds or less).
They are funny.
They show real-life applications (every ad shows a different application).

In total, Amazon made more than 100 of these quick video ads, each showing a mini story
revolving around asking Alexa (the Amazon Echo voice assistant) a funny question. They are
being shown as TV and YouTube ads. But it’s what inspired Amazon to do these ads that makes
this campaign so simple and effective.

According to Amazon, many of the real-life situations in the videos were pulled from the actual
product reviews for Echo on Amazon’s website.
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This is a perfect example of using the language your customers use (a tried-and-true
copywriting tactic).

If you’re ever stuck for words when creating an email, writing your website copy, or deciding
what to say for a video ad; spend some time reading what your customers (or potential
customers) have to say. Research what people are saying about your product, but also what
people are saying (and like or don’t like) about your competition’s product.

You can do this by browsing:

Amazon reviews
Other review sites for your industry (Yelp, G2 Crowd, etc.)
Relevant forums or message boards
Facebook groups
Subreddits

For example, if I sell biker jackets, here are three places I might want to dig through.

1. Amazon reviews for best-selling biker jackets:

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Golden Nugget: Narrow down all the products that have an average star review
of >4.5. Look at the 3-star reviews of these highly rated products, and make a list
of everything people say are missing from the best products. Use that list in your
marketing (or first improve your product based on the feedback, then promote in
your marketing.)

Here is an example of how you could take one 3-star review of a competing product, and make
a 14-second video showing how your biker jacket has a soft, gentle fabric but is still strong
enough to protect people if they fall off their motorcycle.

2. A thread about choosing the right motorcycle jacket on a motorcycle forum:

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3. Reddit discussion about buying your first motorcycle jacket:

When you understand your customers better than they know themselves, you can generate
content and ads that convert like crazy. To see a step-by-step example of how you can use the
resources above to speak your customer’s language, check out our Sumo guide to discovering
EXACTLY what your customers want.

The takeaway: Research the language your customers use when communicating via
reviews, forums and social media to come up with a marketing campaign that converts
(Amazon does it by using real-life Echo reviews to create over one hundred short <30
second videos as part of their #justask video ad campaign on TV and YouTube.)
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Tip #6

The Portable “Pop-Up Shop” Strategy To Sell Exactly

Where Your Customers Are

Even if your current business operates entirely online, there’s nothing quite like taking your
products and putting them physically in front of your customers’ faces.

Doing this not only generates awareness of your product’s existence but gives customers a
chance to test things out and experiment in a way an eCommerce store has yet to replicate.

For example:

If you sell electronics or a SaaS product, seeing it in person gives customers a chance to
ask questions and watch a demo.
If you sell clothing, seeing it in person gives customers a chance to try it on to see if it fits.
If you sell food or drink, seeing it in person gives customers a chance to sample it and see
if they like it before committing to an order.

Although Amazon has been toying with the idea of setting up traditional brick-and-mortar stores
around the country, they’ve also been experimenting with an even better alternative: pop-up
shops.

Here is how Amazon’s website describes their pop-up shops:

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Amazon opened pop-up shops as a test a couple of years back. They are now expanding with
the possibility of 100 set up around the United States by the end of 2017. These shops are part
of the secret behind the wild success of Amazon’s own physical devices (Echo, Fire TV, Fire
Tablets, etc.)

Just one of Amazon’s physical products, Echo smart speaker−with Alexa voice assistant−is
estimated to bring Amazon $10 billion in revenue by 2020 from sales of Alexa products, people
using Alexa to order, and developers needing Amazon Web Services to make Alexa apps.

Pop-up shops offer Amazon a way to raise awareness of new products, educate customers,
boost sales of their devices, and take free product returns (one of the few complaints Amazon
customers have).

It’s a place where customers can test out Amazon devices in person, ask experts for advice, and
purchase accessories.

This is a great way for eCommerce stores (or anyone that sells anything) to take their product
and put it in front of customers wherever they are. Here is an example of an Amazon pop-up
shop inside Kohl’s Bucktown Store in Chicago, Illinois:
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Just recently, Amazon announced they are bringing their products to where their customers are
by setting up pop-ups in their newest acquisition: Whole Foods.

There are a lot of reasons why pop-up shops beat out permanent storefronts, which is why
Amazon chose them. Compared to traditional brick-and-mortar stores, pop-up shops are:

Much cheaper You do have to pay to rent out the space, create your display and
hire employees, but it’ll still be much less than a permanent location
in the short term
More portable You can put the shop exactly where your customers are -- whether
in the mall, at the local farmer’s market, or downtown outside a big
event or popular nightlife strip
More fail-proof If a location isn’t working or generating enough profit, you can
move elsewhere (instead of being stuck in one location)
Easier to scale You can decrease and increase the size of your area as needed
(which isn’t always possible with a typical shopfront)
Lower commitment You can be open for just a specific holiday or sale, or you can set
up shop long-term

Keep in mind your pop-up shop doesn’t need to be some big, elaborate display. The key here
is just to get your product in front of your target customers. This could on be a smaller scale, like
renting a mall kiosk, setting up a demo stand at events and conferences where your desired
audience hangs out, or testing out something like Amazon’s Treasure Truck (see how it works in
the image below.)
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Here is a look at how three companies (both big and small) are embracing this portable pop-up
shop marketing strategy:

1. With small indoor pop-up displays (Rivet and

Sway eyeglass company pop-up for putting
inside high-end salons)

2. With large outdoor pop-up displays (Adidas

pop-up for Primavera Music Festival in
Barcelona, Spain)

3. With scooter-ized portable pop-up displays

on wheels (Penguin Books pop-up for
Christmas at Westfield London)

As you can see, there are a lot of ways you can create your pop-up shop no matter your budget
or product.

The takeaway: Test one new marketing channel in your eCommerce business to get
your business in front of your target customers (Amazon does it with their pop-up
shops and other experiments like the Amazon Treasure Truck.)
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Tip #7

Add Recurring Revenue To Your Ecommerce Business

With Amazon Prime’s 3 Success Tactics

Amazon Prime is the popular subscription service that gives Amazon users access to ‘prime
only’ perks such as two-day free shipping. It costs $99/year or $10.99/month.

It also gives Amazon users unlimited access to Amazon’s streaming services (both video and
music), the ability to borrow Kindle books, store photos, and a host of other benefits.

Amazon Prime has been quite the moneymaker not just in terms of signups, but also because
Prime members tend to spend up to 3X more than non-members every year.

Amazon Prime’s success can be grouped loosely into three factors:

#1) Focusing on one key selling point

#2) Making sign up the obvious choice
#3) Using the right free-to-paid conversion techniques

Let’s look at them more closely.

Amazon Prime Success Tactic #1: Focusing On One Key Selling Point

Back in 2005, Prime first began with just free two-day shipping (all the other “bonus features”
would come later).
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No one likes paying for shipping or having to wait for something to arrive, so in a world where
people expected to pay for 4-6+ day shipping, Amazon capitalized on this irritation with a
solution.

It was risky at first, and Amazon lost millions of dollars in shipping revenue that first year. But
clearly, they were on to something with free shipping.

Even today, Prime’s promise of free two-day shipping remains Prime’s biggest selling point. This
promise is why nearly 80% of members decided to sign up in the first place:

Amazon recognized early on that this would be their main selling point and is now developing
even quicker delivery options (such as same-day or even two-hour delivery which has already
been implemented in selected US cities.)

The two-day shipping is also the one Prime benefit that is highlighted the most (since Amazon
knows this is the feature people are most drawn to and it’s easy for people to understand):
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In other words, Amazon found one key selling point that got customers excited and then
focused on making it even better (Focusing on something you already know has your
customers talking is always a good idea. Doing this was what fueled the inspiration for a viral
marketing campaign that generated 3.8 million organic searches for MailChimp).

But once Amazon started to see monthly memberships increase, they began to add other perks
to Prime like video streaming, photo storage, eBook borrowing and more.

Why does Amazon add all of these free perks to Prime? Because Amazon Prime members
average spend is $1,900 more than non-Prime members:

Since Amazon’s acquisition of Whole Foods, they announced that Prime members will soon be
receiving discounts and other benefits at the health food store.

For the sake of convenience, Amazon is also going to make it possible for people to pick up
their Amazon purchases (as well as make returns) from the Whole Foods of their choice.

In other words, although Amazon Prime may have branched out, they are still staying true to
their primary selling point.
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Amazon Prime Success Tactic #2: Making Sign Up The Obvious Choice
Tip #7
After Prime was introduced, Amazon didn’t see the growth they were expecting until they
began offering 30-day free trials of Prime to buyers of their newly launched Fire Tablet.

Clearly, attaching the free 30-day trial to a product launch decision was key to skyrocketing
Prime’s growth and getting people to sign up in the first place.

Amazon had Prime in mind well before this launch. To help hook the new Prime members and
get them to stay beyond the trial, Amazon did what they could to make Prime more
enticing.They did this by launching two major Prime benefits earlier that year (both of which can
be used easily with the user’s new Kindle): Prime Instant Video and the Kindle Owner’s Lending
Library.

Eventually, Amazon opened up this free trial option to everyone.

Paying $99 (the yearly cost of Prime) right off the bat might seem a bit steep to many potential
customers. But by adding in a free trial, customers had no reason not to try it out (especially as
they could start saving on shipping costs right away.)

And with a deal like free two-day shipping, Amazon doesn’t have to do much to convince
buyers. If someone is going to buy something from Amazon anyway and they haven’t tried out
Prime, there’s not much reason for them to say no.
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Today, here’s how Amazon makes that benefit clear and gets people to try out Prime on their
Tip #7
product page:

If I click on the hyperlinked “Prime” button, I’m taken to the Amazon Prime landing page where
the two-day shipping benefit is made loud and clear:

Look at how clear and straightforward the writing on this page is. The headline (“Fast, FREE
shipping and more”) leaves you with no doubt as to what Prime is. The subhead then tells you
all the bonus perks that sweeten the deal.

The microcopy under the “Try Prime” CTA is worth talking about, as well.
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First of all, instead of advertising the $99/year price, they advertise the $10.99/month price. This
Tip #7
is an easier price for people to stomach up front (even if it ends up being more over the course
of the year in total).

And in case anyone has other doubts or is worried they won’t like Prime, they’ve added in the
“cancel anytime” promise.

Amazon also makes their Prime offering prominent on their homepage, by making a promotion
for Prime part of the central carousel image, and including multiple mentions of Prime on the
page:

Something important to take note of is that, during the free trial, members get 100% of the
benefits of paid members. They’ll definitely save money on their purchases (with free two-day
shipping) even if they don’t opt into the paid plan later on.

Amazon Prime Success Tactic #3: Using The Right Free-To-Paid Conversion
Techniques

Even if Amazon gets a ton of people to sign up for the Prime free trial, the challenge comes in
getting those people to convert to the paid plan when their free trial expires. Yet, Amazon has
the most impressive free trial to paid conversion rate I’ve seen.

In America, 73% of the subscribers who use Prime with the free 30-day trial offer convert to
paid annual Prime members. An estimated 91% will renew their membership after the first
year. This number jumps to 96% after year two, and then Amazon has a loyal customer for life.
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So, how does Amazon get people to convert to a paid plan? Let’s look at four of their most
Tip #7
effective techniques.

1. Free Bonus Perks That Would Otherwise Cost As Much As The Subscription Price

To get people to sign up for Amazon Prime in the first place, Amazon focuses on grabbing
people’s attention with the promise of free two-day shipping and a free trial.

But then, to get members hooked and make Prime more “sticky” in their lives so they want to
continue their membership, Amazon has added a bunch of other free bonuses that they would
otherwise have to pay a similar price for to get on their own, like:

• Video streaming (Netflix = $7.99/month)

• Music streaming (Spotify = $9.99/month)
• Photo storage (Dropbox = $9.99/month)
• Audiobooks (Audible = $14.95/month)
• eBooks (Kindle Unlimited = $9.99/month)

Once users realize that the price of Prime for $10.99/month vs. buying subscriptions to other
platforms individually for $50+/month is such good value for money, sticking with Prime just
makes sense.

Amazon makes sure new free trial users

know all of the potential benefits with
this Prime welcome email:
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Golden Nugget: Notice how Amazon lists out 13 specific benefits you are going to get
in the email. This is a direct-response marketing tactic called “Bonus Stacking.” In this
scenario, you have already bought, and Amazon is just reminding you of the bonus
stack value. But this tactic can be used on your sales pages to make more sales and
on webinars to sell webinar-only offers with a bonus stack at the end.

If you are a current Prime member, Amazon may show you this page as you are making a
purchase:

Amazon purposefully makes Prime members aware of benefits of the product they are not using
so that Amazon starts to become their go-to spot for all their online shopping and entertainment
needs and ultimately become a lifetime Amazon customer.

2. Benefit-Focused Cancellations Pages That End With A Downsell

If I go to Amazon’s website and try to cancel my Prime membership, this is the page I end up
on:
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This short and simple page has been carefully designed to make you reconsider your decision
to cancel.

Let’s go one by one.

#1. A headline that feels like a personal question (by including the customer’s name)
that makes readers stop and think

#2. A reminder of Prime’s three biggest, most popular benefits beginning with the
promise of “FREE two-day shipping” and number-backed statements showing just how big
each service is (“thousands of movies”, “over two million songs”)

#3. A CTA reminding you that there are still more benefits to see that you will be missing out on

#4. A clever trio of CTAs

Remind Me Later: This CTA aims to have you put off your decision to cancel by reassuring
you that you can be contacted just before being charged (so you can continue reaping all
the benefits of your free trial as long as possible)
End My Benefits: A negative CTA that shows what you’re losing more than just saying “end
membership”
Keep My Benefits: A positive CTA that makes customers feel like they’ve made the right
choice

Even if I go ahead and click “End My Benefits,” it doesn’t end there. Amazon ends with a
downsell attempt that looks like this:

This is Amazon’s final, last-ditch attempt to get me to stay. They are doing this by downselling
me a smaller, slightly cheaper product in the hopes that I’ll change my mind.
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3. Limited Time Member-Only Discounts

Amazon Prime users get access to some pretty steep discounts, like this:

This gives people yet another reason to stick with Prime as they won’t be able to get these
discounts otherwise.

These types of discounts also come in the form of the Amazon-created holiday: Prime Day.
Prime Day is a 1-2 day annual sales event giving Prime users access to some major price cuts
on all types of products Amazon sells.

To replicate this in your eCommerce business, create your own sale day event and give it a
name. Most businesses do a Black Friday sale event, but why not create a sale day event and
promote it to a segment of your customers who have purchased a particular product of yours
that you know are more likely to spend more money with you?

4. Increase Free Shipping Minimum Spending Levels For Normal Customers

This last technique may be seen as a little sneaky and definitely pissed some people off (so use
it with caution on your customers), but it’s one Amazon tried out in an aggressive attempt to get
people to sign up for Prime (or stay with it as a paid user) simply because it was the best deal.

Although shipping has always been free for Prime members, in 2016 Amazon increased the
minimum for nonmembers to get free shipping to a minimum purchase of $49 (or a minimum
purchase of $25 of books).
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As you can imagine, this made many customers angry. But the goal behind this move was clear:
drive more recurring revenue Prime signups by making free shipping more difficult to get for
non-Prime members.

Amazon didn’t exactly try to hide their intention, either. Just below the announcement on
Amazon’s website about the change, Amazon gave their sales pitch for Prime:

As you can see, the interest in the search term “amazon free shipping” jumped the week
Amazon announced the change:
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Golden Nugget: This increase in people searching “amazon free shipping” would
have been a perfect time for Amazon to run some PPC ads directing searchers to a
Prime landing page. This could be done with a benefit-driven headline that shows
people exactly what they are looking for (e.g., “Get Amazon 2-Day Free Shipping
Forever - Try Prime”).

Earlier this year, Amazon dropped the price back down to a $35 minimum and it
currently sits at a $25 minimum, a response to other big retailers (like Walmart)
offering similar free shipping deals.

Earlier this year, Amazon dropped the price back down to a $35 minimum and it currently sits at
a $25 minimum, a response to other big retailers (like Walmart) offering similar free shipping
deals.

The takeaway: If you want your eCommerce revenue to be more predictable, create
a recurring revenue product that incorporates benefits to all your other products. To
promote it start by focusing on one key selling point that is universal across all your
products (Amazon does it with their Prime membership that incorporates free access
to multiple services people would otherwise have to pay up to 10X more for per
month. To market it, they focus on free two-day shipping as their one key selling
point.)
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Tip #8

5 Types Of Emails You Should Send After Making A Sale

If You Want To Make Even More Sales

If you’ve ever purchased anything from Amazon, you’ve probably noticed they send a LOT of
emails. All these emails get Amazon nearly 100 million website visits (or 4.13% of their total
monthly traffic).

So, if you’re in eCommerce (or really any business where you sell anything), you’re going to
want to make sure you’re sending these types of emails yourself.

Here’s a quick look at the Amazon emails we’ll talk about:

The First Purchase Congratulations Email
The Order Confirmation Email
The Order Shipped Email
The Review Your Purchase Email
The Sales Event Email
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Email #1: The First Purchase Congratulations Email

What it looks like:

When you receive it: One day after you make your first purchase.

Things to take note of: The three gold CTAs all offer you a logical next step to take after your
first order.

Goal of this email: To build your trust, set your mind at ease with what you can expect and begin
engaging with you.

How you can do it: Make sure you always send people an email after their first purchase
welcoming them and letting them know what other actions they can take. To encourage repeat
purchases, you could also use this email as the chance to offer a special one-time discount for
your customer’s next purchase.
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Email #2: The Order Confirmation Email

What it looks like:

When you receive it: Just a few minutes after your purchase.

Things to take note of:

• The name of the product purchased is in the subject line

• The customer is greeted by name for personalization
• “Bargain recommendations” are added to the bottom of the email
• The arrival date stands out in another color

Goal of this email: At first, it seems like the goal of this email is strictly information.

But when you look closer, you see it’s a marketing email in disguise, aimed at getting you back
onto Amazon’s website again via the “View or manage order” CTA.
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And once you are brought back to Amazon’s website to see your “Order Details,” you are taken
to an informational page that begins with order info, and ends with two Amazon product
promotion widgets:
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As we talked about in our Amazon product page analysis (tip #4), Amazon is KING at upselling
and cross-selling their products whenever they can. This order details landing page is just
another way they do it by showing sections for:

• “Customers who bought X also bought”

• “Your recently viewed items and featured recommendations”
• Your product browsing history

How you can do it: Send shoppers an order confirmation email with a summary of what they
purchased. Then, give them a call to action to “View or manage order” that takes them back to
an Order Details landing page where you can promote your other products (after you’ve given
them their order details.)

Email #3: The Order Shipped Email

What it looks like:

When you receive it: Immediately after your order has been shipped.

Things to take note of:

• Amazon puts the “Track package” CTA at the top of the email (which brings
customers back onto their website)
• The email reminds shoppers of their order details (including the name of the product
purchased, their shipping address and the total)
• Subject line and name personalization are the same as the previous email
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Goal of this email: Exactly the same as the previous one - get customers back onto Amazon’s
website to foster repeat purchases.

If I click the “Track package” CTA, I’m brought to a page that, like the “Orders Details” landing
page, gives customers the info they are looking for alongside plenty of extra product
recommendations:

How you can do it: Send shoppers an order shipped email with a summary of the product
shipped, shipping address, and shipment total. Then, give them a call to action to “Track
package” that takes them back to a Track Package landing page where you can promote your
other products (after you’ve given them their tracking information.)

Email #4: The Review Your Purchase Email

What it looks like:
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When you receive it: Several weeks after your purchase arrives (to make sure customers have
had the chance to use it.)

Things to take note of:

• The name of the customer is the first word in the subject line
• Amazon doesn’t ask customers to write out a full review right away. Instead, they
make it easy by just making you click a star rating to start.

Goal of this email: To get reviews and (you guessed it) get shoppers back on Amazon’s website.

If I click one of the stars in the email, I’m taken to this page where I can write a text review (and
review any of my other product purchases):

Golden Nugget: Amazon uses the concept of “commitment bias” to ask you to take
a low-commitment first step of picking a star rating review within the email, then only
asking for a text review on their website after you’ve made the first small commitment.
This tactic can increase the number of reviews you can get on your products.

Amazon uses their Review landing page as another opportunity to cross-sell other products
(like all the web pages Amazon send traffic to from emails). At the bottom of the Review landing
page after you scroll through your products, you’re given an “Inspired by your purchases” and
“You viewed” section:
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How you can do it: Make the first step for your customer to leave a review “one-click easy” by
clicking on a star rating. Once they’ve started the first step, ask for a full-text review. Make sure
to put your product recommendation widget on the page for more cross-sell opportunity.

Email #5: The Sales Event Email

What it looks like : This email will vary based on the type of sales event. Here is one Amazon
sent for Cyber Monday.

Golden Nugget: Feature one of your hottest sales deals directly below the call to
action button on the email to entice people to click through and buy.

When you receive it: Amazon is pretty shameless about promoting their time-limited sales
events. So, your inbox might look like this leading up to a big sales event:
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Golden Nugget: Last chance announcements can nearly double the revenue of the
initial announcements. Amazon does one in the morning as a "sales event"
announcement and then one a few hours before the end of the day as a "last chance"
announcement. You can use them in your product launches and discount events to
increase your revenue.

Things to take note of:

• Every email subject line begins with the customer’s name (if Amazon have it)
• They experiment with many variations of similar subject lines and messages (e.g.,
“Cyber Monday!” and “Cyber Monday deals and more”)
• How often Amazon sends out these emails (daily or even twice daily)

How you can do it: Whenever you launch a new product or run a discount sale or sales event
make sure it is time-limited with a deadline. Send a “sale announcement” email at the start of the
day and a “last chance” email a few hours before the deadline ends.

If you’re not sure if it will work for your business, you can a/b test by sending a “sales event”
announcement email and “last chance” email one month, but not sending the “last chance”
email another month to see the impact on your revenue.

The takeaway: Swipe Amazon’s five email types to optimize your post-purchase email
conversions and make more sales. Make sure you add your own unique spin to each
email, to match your brand (Amazon does it with an email after you make your first
purchase, order confirmation email, order shipped email, review your purchase email
and sales event email.)
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8 Key Takeaways From Amazon’s Billion

Dollar Success

Whether you’re in eCommerce or an entirely different industry, there are eight nuggets of
wisdom you can steal from Amazon and try out yourself.

Here are the eight key takeaways:

1. You can still run custom PPC ads easily, even if you have thousands of products. Amazon
does this by using templates to automatically create highly targeted ads with dynamic
keyword insertion, unique selling points, and product category landing pages.

2. See if there’s a way losing money upfront on a loss leader product can help you win big in
the future. Just make sure you design your other products to be natural next purchases.
Amazon does this by selling their Kindle products at a loss because they know they’ll make
more money later when people buy digital media.

3. Partner with affiliates that have the type of customers you want to attract. Then, make it
a mutually beneficial relationship; you promote them on your website, and they promote you
with the premade marketing materials you give them. Amazon does this right by partnering
with charities and giving them 0.5% back.

4. Use Amazon’s five product page conversion elements to push visitors to buy now.
Amazon uses social proof, discounting, urgency and scarcity, 1-click buy buttons (you’ll need
a coder for this one), upselling and cross-selling, and Smart Bars on their pages.

5. Research what your customers are saying to you via email, reviews, and social media,
then use that information form the foundation of your next marketing campaign. Amazon
did it by getting inspiration from Echo product reviews to create short 14-second videos for
their #justask marketing campaign.

6. Put your eCommerce products directly in front of your customers. Amazon does this with
their pop-up shop strategy.

7. Add recurring revenue to your eCommerce business by creating a product that adds
more value to your customers’ purchases. Amazon does it with their Prime membership
program where you get faster shipping on your purchases plus video streaming, music
streaming, file storage and more benefits for one low monthly fee.

8. Increase your repeat buyers with Amazon’s five post-purchase email types including the
first purchase congratulations email, the order confirmation email, the order shipped email,
the review your purchase email, and the sales event email.
 CHAPTER 5: SHOPIFY CASE STUDY

HOW SHOPIFY INCREASED

REVENUE
90% IN 365 DAYS

Sumo.com Growth Study

Peek inside Shopify’s multi-million dollar
marketing strategy
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In the world of ecommerce, Shopify can’t be beaten. They recently achieved $184.1 million
revenue growth in 365 days… from $205.2M to $389.3M.

They’re the 3rd most visited website in the WORLD in the “Business” category.

But that’s not all.

Last year Shopify had…

377,500 paying customers (which grew 55% from the previous year).
100.5 MILLION people buying from stores powered by Shopify.
Doubled the amount of products sold through their platform from $7.7 billion to $15.4
billion.

To figure out EXACTLY how Shopify has grown so fast (apart from having a great product) I
completely reverse engineered their marketing so you can use their tactics to take your
marketing game to the next level.
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Tip #1

The “Sticky” Free Trial Offer That Gets Customers

Hooked On Your Product From Day #1

Free trials are a well-known growth hack that improve customer acquisition.
That’s a fact.
More than a few customers have been pushed over the edge to try out a product just because
they knew they could try it for free.
And so of course, Shopify has executed this hack flawlessly.

But there’s something extra about Shopify’s free trial offer that makes it super effective.
Once the prospect’s free trial is finished, it’s almost impossible for them not to
opt-in to a paid plan.
Let me explain.

Shopify has their free trial set up in a way that business owners actually accomplish something
tangible during their trial. After all, what could be a more tangible result than actually opening
up your first ecommerce store?

Check out Sumo.com to grow your email list

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By the time your free trial is over, you have already done a lot. You have:

Opened up your store Organized your products

Begun setting everything up Runs ads (possibly) and
Chosen a domain Maybe even started selling
Chosen a theme

Once you have gone through all that time and effort, you aren’t really left with the option to just
go and close up shop, are you?

But the growth hack doesn’t end with the free trial.

Shopify has a pricing system designed to make customers “sticky” from day #1 (no matter what
the store owner’s level of experience is).

Here is how they do it:

Notice how on Shopify’s Pricing page the primary call-to-action is to get you into a free trial with
the “free 14 day trial offer” in the headline and big blue “Start your free trial” button at the top.

This reminds you that there is no commitment if you want to try it.

Then as you grow your online store, Shopify has different pricing levels to scale your store
without leaving the Shopify platform.

The takeaway: If you sell a product with a free trial, make sure you have a clear
path for people to go from free trial to paid customer (Shopify does this by getting
people to set up their whole online store inside Shopify in 14 days and then gets
people to pay once their dream is alive on the internet).
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Tip #2

The $100,000 Business Contest You Can Run To

Generate Over 1,000 New Signups Every 6 Months

Back in 2010, Tim Ferris and Shopify CEO and founder Tobias Lütke were looking to collaborate
on something.

According to Tobias in an interview with MIXERGY, here’s how that conversation went:

“Tim said, ‘Yeah. We should do a contest. How about we give away $100,000?’

I almost fell off my chair. [That was] a lot of money. Then you’re thinking, that might work. It’s
strange to many people; we’re a start-up giving away $100,000 in prizes.”

And just like that, Shopify’s now-famous Build a Business competition was born.

Pre-competition, Lütke determined he would need at least 600 new accounts to sign up for the
contest to be deemed a success.

As it turned out, the contest performed far better than either of them expected. By the end of
the contest, Lütke had signed up more than double that number of new businesses. Here is a
more detailed look at the results:
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As you can see, this had some pretty potent effects:

Added monthly revenue of $400,000 for Shopify at the contest’s peak

1,378 new store signups
$3,543,191 total revenue made by store owners

But here’s the real power of the contest, in Lütke’s words:

“These people have built life-changing businesses using Shopify and wouldn’t have done so
without the extra motivation from the contest.”
Reread that last part one more time.

With this contest, Lütke got a whole bunch of new customers who normally “wouldn’t have done
so without the extra motivation from the contest.”

Today, this idea that originally made Tobias fall off his chair has grown into a monster
competition that gets them thousands of new customers every year, proving that a contest like
this is just the push many people need to get started.

The takeaway: Set up a contest and don’t be afraid to make it big. It could just be
the push you need to get hundreds of new sign-ups and encourage some
entrepreneurial spirit.

Not ready for the big time? Then try setting up one of these free mini challenges
instead.
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Tip #3

The 15 Minute “Just-In-Time” Evergreen Webinar You

Can Use To Double Your Webinar Attendance Rate

If you’re on Shopify’s blog, you can’t help but see that little time-ticking box enticing you to sign
up for their free online training:

Golden Nugget: Use Just-In-Time evergreen webinars (ie: webinars people can
sign-up for and attend straight away) to increase your webinar attendance rate.

They run these trainings every 15 minutes, so clearly Shopify has identified a popular topic that
many of their prospects want to know about.

After clicking “Reserve your seat now” and entering your email to sign-up, you’re taken to a
landing page that gives you a quick video of what to expect from the training.

You also get a reminder of the time you signed up for and an ‘exclusive’ offer to go along with
your free trial:
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Now, here’s the thing. Shopify doesn’t actually care if you go through and watch the webinar or
not (they would prefer it if you do, as you are more likely to sign-up for a 14-day free trial after
watching the training).
However, the training is not live.
It’s the same video every 15 minutes.

But instead of telling you that, Shopify are using evergreen webinar software to create urgency
with a 15-minute countdown timer.
This is done to make you think it’s offered on a limited basis.

This is classic direct response marketing. It’s a tactic internet marketers around the world have
been using for years to increase webinar attendance rates and convert more traffic into
customers.

Using the word “training” instead of “live webinar” is a sneaky little copywriting tactic designed
to create the illusion of a live event (when combined with a countdown timer most people think
they need to sign-up now or they will miss the training).

What Shopify really care about though is getting you signed up for their 14-day free trial on their
webinar-exclusive sign-up page.

And nothing illustrates this more than the emails they send you after you register and choose
your time slot.
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And nothing illustrates this more than the emails they send you after you register and choose
your time slot.

Take a look at email #1:

To start, they begin the email with some strong copy about why you should actually bother
showing up to the training. But really, that’s not their primary goal.

If it was, they would tell you that you can’t get their ‘special bonuses’ unless you watch the
whole webinar.

What they really want to do with this email is present you with a webinar-exclusive free trial link
that includes 2 special bonuses to sweeten the deal (See? You can get the bonuses even if you
don’t bother with the webinar).

You find the same type of messaging in the next two emails:
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They push the point home even more when you click through to the webinar. Right away, you
are reminded that this is the only link you can use if you want to get those 2 special bonuses.

And of course, in a classic show of exclusivity, they start the webinar by saying this special offer
is only for webinar participants:

The takeaway: Set up an evergreen webinar on a topic that a large percentage of

your ideal customers are interested in.

Use it as a chance to add urgency by using a special webinar-only offer people

can get access to when they signup for your webinar (Shopify does this with an
evergreen webinar about Starting Your Own Dropshipping Business and offers a
Complete Dropship Business Starter Pack exclusively for people who sign-up on
the webinar).
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Tip #4

TOFU Tool Content Marketing: Build A Free Tool That

Solves A Common Problem Your Customer Has And
Rank It #1 On Google

This is Shopify’s secret tool for skyrocketing their organic traffic and driving mass market
top-of-funnel brand awareness.

You see, the folks over at Shopify are smart. They know the type of things that go hand-in-hand
with setting up an ecommerce website and create content by providing the best answers to
common questions their customers have.

But they’ve taken content marketing to a whole new level.

They’ve identified keyword phrases that have high search volume and take complete
ownership of them by creating whole subdomains that end up on the first page of Google.

The first subdomain is Burst, a website dedicated to free stock photos (this is the same tool they
promoted in email #4 of their onboarding sequence for people to find product photos for their
new store).
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The keyword phrase “free stock photos” is a pretty common search term in Google, netting
40,500 searches monthly on average.

Creating this subdomain and optimizing it for the first page of Google for this keyword phrase is
putting a whole new set of eyeballs on Shopify.

Besides Burst, Shopify has a subdomain for buying and selling ecommerce websites.

This subdomain ranks #3 on the first page of Google for the keyword “websites for sale” which
gets between 1,000 and 10,000 average monthly searches.
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The search volume for “websites for sale” is only a fraction of the search volume for “free stock
photos.”

This doesn’t mean Shopify wasted its time or money to focus on this keyword phrase. Many
companies neglect certain keywords (like “websites for sale”) just because they have low
search volume.

But there is still an audience out there looking for an answer, and now there’s a lot less
competition.

This is a prime time for you to step in and dominate the search results like Shopify did.

The most successful TOFU tool of all is Shopify’s business name generator. It isn’t a separate
subdomain, but it’s a free tool Shopify offers that is killin’ it in Google.

The phrase “business name generator” is searched for tens of thousands of times every month:
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And Shopify’s tool is the very first organic listing:

Shopify’s business name generator has done so well that it’s their 5th most popular organic and
paid keyword (and it’s one of the few non-branded keywords that made it onto the their top
keywords list):

Obviously, this page has been important for Shopify in terms of both organic as well as paid
traffic.
More importantly it has strategic business value for Shopify.
If someone is searching for “free stock photos” or “websites for sale”, they might not necessarily
be ready for Shopify’s services.

But if someone has chosen their business name, what’s the logical next step? To open up shop!
And Shopify makes that next step crystal clear directly below the business name generator:
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Shopify has 21 “tools” just like this, so they have clearly doubled down on something that works
here:

Here’s a quick look at how much global monthly search volume Shopify’s top tools generate
with their rank on Google:

Global Monthly
Keyword Organic Listing For The Tool Rank
Search Volume

name generator 110,000 https://www.shopify.com/tools/business-name-generator 10

logo maker 90,500 https://www.shopify.com/tools/logo-maker 5

purchase order
40,500 https://www.shopify.com/tools/purchase-order-template 1
template
gift certificate
27,100 https://www.shopify.com/tools/gift-certificate-template 8
template

image resizer 22,200 https://www.shopify.com/tools/image-resizer 7

pay stub 14,800 https://www.shopify.com/tools/pay-stub-generator 4

slogans 14,800 https://www.shopify.com/tools/slogan-maker 3

cpm calculator 9,900 https://www.shopify.com/tools/cpm-calculator 9

The takeaway: Build a tool that has strategic value for your business and directly
helps your customers solve an annoying problem (Shopify does this with 21 different
tools. The most successful helps you generate a new business name based on
a word you want your business name to include, where the .com domain is still
available) #timesaver
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Tip #5

Master The Article+Video+Podcast Content Multiplier

Technique To Generate Millions Of Website Visitors
Per Month

Shopify has a crazy amount of good content on their website that doesn’t require any email
opt-in to get it. Just check out their low bounce rate, long average visit duration and high pages
per visit:

They have a traditional blog which they publish on once per day (it got 27,000,000 page views
last year):
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The have in-depth guides that give their customers value and position them as an authority
(they were downloaded 65,000 times last year):

They have a Shopify Masters podcast which gives listeners actionable insights into starting up
a store through interviews with successful store owners (it had 1,542,000 listens last year and
lets Shopify show off impressive case studies of customers):
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They have 5 step-by-step video courses recorded by ecommerce entrepreneurs for prospects
of all experience levels (from beginner to expert level):

Here is what one of the free video series looks like (it also requires no email opt-in):
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Then even have a business encyclopedia!

This encyclopedia gives Shopify a bonus SEO boost. It puts them on the first page to answer to
all those “what is [business word]” search queries.

If I search “what is retail” on Google, the “retail” page in Shopify’s business encyclopedia is the
#1 organic search result:
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For this 1 keyword, Shopify gets 2,900 monthly search volume (plus traffic for related keywords
like “what does retail mean” and “what are retail stores”):

Shopify has optimized their encyclopedia pages so well that it often ranks #1 on Google for the
short tail keyword “retail” with 40,500 monthly searches.

As you can imagine, this was a HUGE time and money commitment for Shopify to get all of this
content up and running.

Why should they even bother with all that work in the first place? Well, like us here at Sumo,
Shopify trusts in the power of content marketing.

Sure, getting the payback from your content marketing strategy can take a loooong time (which
is why so many other businesses instead choose to invest in something like paid advertising to
get that instant gratification).

But there’s no way Shopify would have bothered putting together all these awesome resources
if they didn’t know their effort would be paid back handsomely over time.

Don’t believe me? Then check out their stats from last year:
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Shopify has put together one of the most advanced content marketing strategies I’ve ever seen.

As you will find out in other tips, part of Shopify’s content strategy revolves around taking their
audience’s most commonly searched keywords or most commonly asked questions and
building content around that.

But Shopify doesn’t just stop there.

If you can think of a topic, any topic, that’s at least vaguely related to ecommerce, you can bet
Shopify has produced some sort of content related to it.

Shopify has literally become your one-stop shop to learn ANYTHING you need to about setting
up and running your ecommerce store.

The takeaway: When putting together your content strategy, build content around
answers to your customers most common questions. Provide the best answer
(Shopify does this with articles, guides, video series, podcasts and a business
encyclopedia so their audience can access the type of content they want in the
format they like to consume it).
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Tip #6

The 7-Day Email Onboarding Sequence That Converts

Your Free Trial Users Into Paid Customers In 5 Days

Most companies like Salesforce, GoToMeeting and Customer.io who offer a free trial (without
credit card) have reported converting less than 25% of free trial users into paid customers.
So, what does Shopify do to combat this?

They set up a killer onboarding process and welcome email sequence that walks customers
through the exact steps they need to take to be successful during their free trial.

After signing up for the free trial, this is the sequence of emails prospects receive:

Golden Nugget: Use emojis in the subject line of your most important emails and
watch your email open rates skyrocket (Shopify does it in the last 2 emails of their
onboarding email sequence to increase open rates).

This is what each of those emails wants you to do:

Email #1: Feel congratulated (and get on a paid plan if you’re ready)
Email #2: Sign up for a free interactive training to help you setup your store
Email #3: Install a free theme
Email #4: Find stock photos
Email #5: Find products to sell (if you’re very new to eCommerce)
Email #6: Claim your domain name before it’s too late
Email #7: Make sure you get paid
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Let’s look at each of these emails more closely.

Email #1: A welcome email with an upsell to the paid plan

Golden Nugget: That micro-copy you see below the CTA button is making people
convert like crazy. I’ll explain.

Initially, I was surprised to see that Shopify is trying to sell their paid plans in the very first
onboarding email since they push their free trial all over their website.

But after some analysis, it makes sense.

A free trial offer is a perfect top-of-funnel offer to capture a wide market (both ecommerce
beginners and experts). This gets everyone who wants to start an online store signed up and
testing out the software.

The offer in the email however is targeted at experienced sellers who are already sold on the
idea of Shopify. This email gives them the chance to go ahead and sign up while it’s still fresh in
their minds.

And Shopify gives buyers peace of mind knowing “You won’t be charged until your trial ends”
with the conversion-boosting micro-copy you can see directly below the CTA button.
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Email #2: Sign up for a free interactive training to help you setup your store

To most people, the thought of setting up an online store sounds like a long and complicated
process. But the thought of a live training that guides you through step-by-step makes things
sound a lot easier.

The key here is to set your customers up for success, so they see your products value as fast as
possible (aka reach their first “a-ha” moment).

Email #3: Install a free theme and Email 4: Find photos

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Both of these emails are logical, easy-to-follow baby steps for someone who’s just opened up a
store.

Most importantly, these are the 2 most important features Shopify needs you to take to make
you a successful paying customer (you aren’t gonna be converting into a paid customer if you’re
making no sales… and your store design and product photos are critical first steps to making
your first sale).

Also, note the way these 2 emails (and all the other ones before and after it) are laid out:

1. Shopify logo

2. Bright, eye catching image

3. 2-3 sentences of text telling prospects what they’ll find when they click
4. Simple CTA button with a personalized call-to-action that matches the content in
the email

You’ll also see the option to “Select a plan” at the bottom (this is the CTA Shopify used in the first
email and now made it into a secondary CTA) and “Don’t have products to sell?” at the top.
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Email #5: What to do if you don’t have any products to sell (addressing your customers
most common objection)

This email is a great way to break down barriers for ‘newbie’ shopkeepers or those who
decided to sign up for Shopify on a whim just because they saw it was free.

This email takes them from knowing nothing more than they’d like to open up an online store,
to being able to drop-ship products right away:
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Email #6: Claim your domain before it’s too late

This email starts off with urgency by stating that the domain name given at the top (which will be
based on the business name you gave when you set up your account) might still be available.

Naturally, this makes you want to grab that name before someone else does. And once you
have officially claimed your domain, your new store moves from imaginary to something much
more real.

This is yet another way of getting you fully invested in your online store and pushing you toward
a tangible result so it will be harder for you to say no to the paid plan later on.

Email #6: How to get paid

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This is the question that’s on everyone’s mind: how do I get paid?

This email is a reminder of one reason why people signed on with Shopify in the first place (to
make money) and moves them forward one more concrete step.

This powerful little onboarding sequence shows you that Shopify is there to help you, makes
you feel like using the platform will be an easy process and ensures you are more successful
later on (since you have a complete understanding of Shopify and all it can do).

The takeaway: All of Shopify’s onboarding emails have just 1 simple action for you
take (not 2, not 7... just 1). Try out Shopify’s onboarding email sequence for
business:

Email #1: Welcome email that congratulates and offers an upsell for your most
aware prospects (Shopify’s upsell is for their paid plans)

Email #2: Email that walks your prospects through their setup, whether this is
through a free interactive webinar training, evergreen webinar or merely a video
(Shopify offers a live interactive webinar)

Email #3: Email to get your prospects to use the most important feature of your
product (Shopify asks you to choose a theme)

Email #4: Email to get your prospects using the second most important feature of
your product (Shopify asks you to add product photos)

Email #5: Email addressing your customers most common objection and
providing an easy solution (Shopify gives you products you can add to your store
to sell right away)

Email #6: Email with some urgency that gets prospects to take a next step and
gets them invested in your product (Shopify adds urgency by telling you that the
.com version of your domain may still be available and you should check now)

Email #7: Email about something everyone wants to know with a reminder of how
you make the process easy (Shopify reminds you to enable payments so you can
get paid from major credit card and debit card providers)
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Tip #7

The Get Rich Quick Partner Program: Make Your

Partners $11,000 Monthly Recurring Revenue By
Getting Them To Build Your Product For You

Shopify is known for having one of the most generous affiliate and partner programs.
There are 3 ways you can be a partner. Here are those options:

As you can see, the money you can earn through these methods is pretty generous (20%
monthly commission for referrals, 70% commission for ecommerce themes and 80%
commission for marketplace apps).
Average revenue ranges from $2,000 to $11,000 per month per partner.
But Shopify’s partner program is limited, to be a part of it, you have to:

a) Work in ecommerce already so you have clients you can refer or

b) Have design and development skills

Which is why there’s also the option of becoming a Shopify affiliate.

If you become an affiliate, you promote Shopify to your followers and offer them a special
affiliate link to sign up with.
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If your followers sign up with your affiliate link, you get paid. And the payouts are pretty
respectable as well:

I saw Shopify affiliate links being promoted by all different types of people:

Marketers
Travel bloggers
Stay-at-home mom websites

This is what an affiliate promotion looks like (this was at the end of a Drop-Shopping Guide
article on a travel blogger website):

This means Shopify has people in a wide range of fields promoting their product.
And what benefit does Shopify get by dishing out so much cash to their affiliates and partners?
There are two:

Benefit #1: They’re turning a horde of online influencers into an external Shopify marketing
team.

This is true for their affiliate program. By incentivizing some nice rewards for each sale an
affiliate makes, affiliates will be encouraged to promote Shopify whenever they can.
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Benefit #2: They’re getting people to innovate and create new things that make Shopify
even better.

Guaranteeing app developers and theme designers a portion of their sales encourages them to
create things for Shopify instead of for other platforms.

This helps make sure Shopify can keep the best ideas, apps and themes for themselves.

And Shopify makes sure to give affiliates and partners what they want and need to be
successful. This includes marketing material (like ad banners and templates) and a monthly
affiliate newsletter.

This will not only get more people interested in becoming affiliates and partners, but also makes
sure the affiliates and partners are actually successful.

The takeaway: Build a Partner Program designed to make both you and your
partners rich. Be generous by paying high commissions that incentivise your
partners to promote you (Shopify does this by paying partners anywhere from 20%
to 80% commissions).
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Tip #8

Steal One Customer A Day From Your Competitors

Using This 2-Step “Light Switch Technique”

When I type “shopify” into Google, these are the results I get:

You see that first paid search result? That’s Volusion.

One of Shopify’s competitors.
They want to steal Shopify’s traffic and hopefully convince people to choose them instead.
Their landing page tries to make that loud and clear:
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Volusion’s landing page isn’t great and I wasn’t convinced that their offering was better than
Shopify’s due to the weak copywriting that doesn’t say exactly why they are better than Shopify.

They should take a look how Drift is stealing Intercom traffic (that’s how you do it right).

Still, the original PPC ad was intriguing enough that I clicked on it in the first place and this is
definitely a tactic you can use to steal clicks from your biggest competitors.

Volusion isn’t the only ecommerce solution that’s trying out this tactic. A search for “volusion”
on Google brings up a PPC ad for Magento, another competitor:

Shopify takes a slightly different approach to stealing their competitor’s traffic: instead of trying
to lure in potential new prospects, they try to get people who are already customers on another
platform to switch over.

For example, if I search “magento” (that same competitor that was bidding on the keyword
“volusion” above), here’s what I find:
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A large percentage of people search for a brand name to login. If you can research why your
customers switch from your competitor to you, you can use that in your ad copy to highlight your
why you are better to win their click and make them switch.
Shopify does this by highlighting they are lower cost and less of a headache.
If I click the Shopify ad, here’s the first thing I see:

Golden Nugget: Use the 2-step “Light Switch Technique”:

Step 1: Uncover the big hairy pain point your competitors customers have
Step 2: Convince them to switch to your solution

Right away, I can see that the goal of this landing page is not just to tell me why Shopify is better,
but make sure I know it’ll be easy to migrate to (which is one of people’s biggest concerns if they
have to switch platforms).

It then goes on to do this with a breakdown of Shopify’s benefits:

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And to finish, a bit of social proof boosts trust and reminds prospects again how easy the switch
will be:

The takeaway: Match the offer in your ad and on your landing page to solve the
biggest pain people have with your competitors (Shopify does this by addressing
people's concern of migration and offering them a dedicated launch manager to
make switching from competitors hassle-free).
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Tip #9

The New “Growth UX” Product Update Page That Gets

Over 2,000 Social Shares Without Any Social Sharing
Buttons

This Shopify Year In Review page is a sick piece of content for a yearly product update.

It reminds me of Sumo’s $1.5M name change page which was the most shared piece of content
on Sumo.com this year until my Tony Robbins article beat it.

For Shopify, this one content piece had generated 2,400 shares and 40 links (41 now) without
any social sharing buttons on the page:

Imagine how many more shares this page could have with Sumo Share ;)

Here is just one of the sections from Shopify’s Yearly Product Update page where you can see
Shopify’s merchant growth YoY with a well-designed interactive data visualization and global
map:
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To replicate this for you own yearly product updates, here are the key sections Shopify use to
showcase their growth performance:

Section 1: Headline and subheadline ie: [Year] in Review

Section 2: Major feature releases, events and company milestones with a link to the
landing page to “Learn More” ie: Highlights of [Year]
Section 3: Global customer growth by year
Section 4: Global customer growth by continent
Section 5: How many of [X metric] your customers did
Section 6: How many of [X metric] the customers of your customers did by year
Section 7: How many of [X metric] the customers of your customers did on Desktop vs
Mobile by year
Section 8: Total revenue growth by year
Section 9: Companies you acquired, apps you added to your app store and partners
you added to your partner program
Section 10: Content engagement stats for blog page views, podcast listens, guide
downloads, Facebook engagement, Twitter engagement, Instagram engagement,
support emails, support chats and support calls
Section 11: Scaling stats for number of employees, number of offices and number of
remote employee countries
Section 12: Closing tagline with links to your Facebook page, Twitter page, LinkedIn
page and company website

The takeaway: Stop posting boring product updates to your blog all the time.
Instead, build a well-designed interactive product update landing page you can
update every month/year that you are proud to share and your fans are proud to
share (Shopify does this with their “Growth UX” Year In Review product update
page that’s been shared over 2,000 times).
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Tip #10

This TOFU/MOFU Paid Search Funnel Hack Is The

Exact 1-2 Punch You Need To Convert Your Cold
Traffic Into Warm Leads

As I’ve said a bunch of times in the article already, Shopify has the challenge of appealing to a
wide range of audience members. But one way they make this possible is by creating super
specific PPC landing pages that vary based on the prospect’s keywords and specificity of their
search intent.

Here are 2 examples of Shopify’s paid search funnels that show you exactly what I mean:

Paid Search Funnel #1: TOFU (aka Top-Of-Funnel) Search Intent

Even if someone puts in a more general search query about online business and selling online,
Shopify knows better than to get the click with a generic PPC ad or send prospects to the
homepage.

To start, they set up their PPC ad copy to match your search intent. Each ad highlights one of
three main selling points: Shopify’s free trial, low-cost plans or ease of use (with words like
“simple”) as an extra reason for people to click.

Then, they send prospects to a landing page that is short, sweet, yet still offers up features that
would appeal to anyone who plugged in those search terms.
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To replicate this for you own yearly product updates, here are the key sections Shopify use to
showcase their growth performance:

Paid Search Funnel #2: MOFU (aka Middle-Of-Funnel) Search Intent

If someone types in a phrase like “design and sell your own t shirts,” they are obviously looking
for a very specific result. They don’t want to read the overarching “Shopify is for everyone”
message on Shopify’s homepage.

They want to read about how Shopify suits their t-shirt selling needs. So, Shopify makes sure to
deliver with PPC ad copy that starts with “Sell T Shirts Online” and a matching landing page
about selling t-shirts online that reflects exactly what the searcher wants to see.

And as an added bonus? Google AdWords rewards landing pages that are highly-relevant to
their PPC ads with a better quality score and lower click costs #doublewin

The takeaway: Setup different PPC funnels for your top-of-funnel keywords and
middle-of-funnel keywords to convert more clicks into sales (Shopify does it by
matching 5-10 TOFU keywords with 1 landing page and 1 MOFU keyword to 1
MOFU landing page).
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Tip #11

The 5-Step Integration SEO Technique You Can Use To

Land First Page Google Rankings For High Volume
Branded Keywords

This is the exact same SEO strategy I saw in our breakdown of Slack’s marketing strategy.
Though Shopify gets 27 million blog page views and has a strong SEO strategy thanks to all the
content marketing they do, here's an added tactic they use to generate even more traffic.

Shopify has a huge variety of apps, plugins and integrations (1,400+ in total) that customers can
tie in with Shopify’s platform.

Many of these are well-known, very successful companies that people regularly search for (like
Sumo).

So, how does Shopify leverage this?

By creating individual, keyword-filled landing pages for every single app they partner with.
Many of these landing pages then show up in one of the first few pages of Google search
results.

For example, if I type “mailchimp” into Google, I find this organic listing on the first page:
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Clicking the result brings me to this landing page in the Shopify app store:

Quickbooks and many other Shopify integration partner names have similar landing pages.

Here’s Sumo’s Shopify integration landing page (check out Sumo’s new discount codes that let
you give a % off to people who give you their email):

To start, Shopify uses these landing pages to boost SEO and have you download the app. But
they also use them to get you to grab your Shopify free trial (the green button in the upper right).

To optimize for on-page SEO, many of the pages follow this 5-step sequence:

1. Headline at the top with the name of the integration

2. A 3 bullet point summary of the integration
3. A brief description of the integration
4. A bullet point list of major features once you have the integration
5. Customer reviews
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Not all of the pages have the full 5 steps in the sequence (Step 2-4 are written by the integration
partner). Yet, these pages are still ranking in Google (as you can see in the table below). So,
they’ve clearly found the sweet spot for which of the 5 steps are most essential for SEO (step 1,
2 and 5).

This table breaks down some of Shopify’s most highly trafficked app-based organic keywords,
their monthly search volume, the landing page they bring you to, and their first page Google
ranking.

Shopify is using this integration SEO technique to build brand awareness for high volume
keywords.

Global Monthly
Keyword Organic Listing Rank
Search Volume

quickbooks 368,000 https://apps.shopify.com/quickbooks-online 6

mailchimp 301,000 https://apps.shopify.com/mailchimp 2.5

locksmith
165,000 https://apps.shopify.com/locksmith 8

countdown
110,000 https://apps.shopify.com/powr-countdown-timer 6
timer

google shopping 110,000 https://apps.shopify.com/google-shopping 6

wholesale 49,500 https://apps.shopify.com/wholesaler 8

facebook chat 40,500 https://apps.shopify.com/facebook-live-chat 8

zendesk 40,500 https://apps.shopify.com/zendesk 2

The takeaway: Build simple, SEO-rich app integration pages to get your own app
featured on the first page of your integration partners branded keywords (Shopify
does this with 6 specific on-page SEO optimization tactics).
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Tip #12

Use This 8 Section “Mass Market” Homepage Layout

To Sell To Both Beginners And Experts

As marketers, we often hear that you should direct your marketing message to appeal to the
20-30% of prospects most likely to buy.

But that’s NOT what Shopify does. They just work with too many different types of audience
members with too many levels of awareness, background and ecommerce experience for this
to be possible.

This means Shopify has to find a way to reach everyone from people who are dreaming of
setting up their first online store, to those who are already a well-established big box store.

And there’s no better place to see how they do this in action than on their homepage.

The very essence of the headline above-the-fold is that Shopify is something that works for
everyone.

Like most companies with a free trial option, Shopify also makes the free trial their first CTA.
Free trial CTAs are enticing and low-commitment buttons that don’t need to do a lot of
convincing to get clicked on. This makes it the perfect warm-up CTA that’ll appeal to any
audience member.
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Next up is a 3-picture rotating sequence of successful shop owners:

Once again, this section further solidifies the message of Shopify being the “go to” ecommerce
store option, no matter who you are. All 3 women in the images run very different types of
stores, but have still been successful.

This helps less aware prospects imagine the possibilities while also convincing more aware
buyers of Shopify’s usefulness.

The next section moves forward by breaking down a major hesitation: that setting up an online
shop will be complicated. Instead, this is the message Shopify wants to put out: you can open
up a successful ecommerce store even if you don’t have all the technical skillsets.

This is an effective message to offer prospects who are early in the sales cycle and still trying to
gauge how difficult it actually is to set up an online store.

This little reminder also makes sure these early prospects don’t just throw up their hands in the
air and give up because they feel overwhelmed so soon.
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Then comes a breakdown of Shopify’s features in scannable bullets:

This is Shopify continuing to hone in the message everyone wants to hear: this will be easy and
we’re to help.

But there’s one quick thing we have to talk about here. Why use text links instead of a CTA
button?

Shopify knows that customers coming to its website have a lot of questions. So, they want to let
website visitors self-direct themselves to the most appropriate next-step for them.

Shopify considered how its typical audience members feel when landing on the website. They
are probably either:

1. New to the process and overwhelmed and intimidated or

2. Already using another ecommerce platform and frustrated that they have to make
a big switch.

So, if someone who’s feeling either overwhelmed, intimidated or frustrated landed on Shopify’s
homepage to a barrage of glowing CTA buttons, how do you think they’d feel?

Chances are, it wouldn’t make them feel any better.

But by instead making these text links, Shopify is able to give prospects clear access to a lot of
extra info without overloading them….especially if they are new.

In this way, this also allows Shopify to direct more experienced audience members to the info
they are ready for without getting too in the face for everyone else.
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In the following section, Shopify drills home the idea of their platform working for any seller with
these real-life examples that you can click through:

This would be a perfect place to link some case studies or personal success stories, but this was
not something Shopify chose to do.

Towards the bottom of the homepage, Shopify has 3 social proof points and 3 testimonials. This
social proof proves to people that Shopify are a big business they can trust:

After that is a quick summary of Shopify’s features and a CTA:

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Pay close attention to the arrangement of this section here.

The features section appeals to buyers with more awareness that are already savvy about the
product.

But to make sure this section isn’t off-putting to less aware and less experienced buyers, they
have a follow up question to rope them in: “Need products to start?”

If you’re someone who’s just starting in the ecommerce world or have only ever thought about
it, this is Shopify acknowledging that they’re still useful to you.

They say this pretty openly with the phrase “We’re here to help you at every stage of your
journey” just below the question.

Finally, the homepage finishes with a final CTA for Shopify’s free trial:

The takeaway: If you serve a wide audience like Shopify does, have sections on
your homepage that appeal to both people starting out and more experienced
buyers.

Shopify does it by splitting its home page into the following sections:

Section 1: Headline and call-to-action that speaks to everyone

Section 2: Social proof (3 customers selling different products)
Section 3: Overcome 3 most common objections (needing design skills, setting up
a custom domain and having a good looking website)
Section 4: Overcome another objection (one place to sell everything)
Section 5: Social proof (5 customers selling different products)
Section 6: Social proof (3 macro company data points and 3 testimonials)
Section 7: Features (6 core features of the product)
Section 8: Call-to-action
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Tip #13

Get Your Tweets Broadcast To Your Customers

Followers By Opening A Twitter Support Channel

You already know customer feedback is super important both for dealing with customer support
as well as getting insights into product improvements.

This is true just as much for SaaS companies like Shopify, as is for companies in other fields.

And this is exactly why Shopify has made it a point to put their customers and audience at the
forefront of all they do.

Tobias Lütke said it best: “your audience is your lifeblood.”

Just one way Shopify puts their customers first is by making themselves available 24/7 to help
out.
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The Shopify customer service team means business. Just look at the number of exchanges their
support team had with customers last year:

Twitter is Shopify’s most important channel for customer feedback, support and service.

Alongside their official Twitter account, Shopify set up a specific Twitter account dedicated
purely to Shopify Support issues:

This not only makes things extra convenient for customers, but gives Shopify a chance to show
the world just how good their customer service is (meaning other people can see exactly how
Shopify talks to its customers).
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If you look, you will find Shopify replying back to tweets in a way that is friendly, helpful and
timely:

Plus, if you provide great customer experiences on Twitter, you’ll generate more positive
awareness for your brand.

Here’s what Tobias Lütke had to say about it in an interview:

“What happens regularly and this is so amazing about Twitter... if someone from our support
team puts up a new mini application for just one customer, solves one problem and goes above
and beyond, that customer might go on Twitter and say, ‘Hey that was so amazing what Shopify
did for me’.”

And before you know it, this tweet about Shopify is being broadcast to all of that customer’s
followers...opening up Shopify to a whole new audience.

The takeaway: Show the world your world-class customer service by having a
public forum for your customers to ask support questions and get answers
(Shopify does this by offering customer support on Twitter in addition to chat, email
and phone).
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Tip #14

Convert Your New Email Subscribers Into Product

Signups On Day #1 With This 3-Step Value Builder
Newsletter Sequence

There’s a lot of companies out there that make their newsletters either:

1. Unappealing to sign up for or

2. Boring even after sending to subscribers

Shopify breaks out of that mold in both aspects.

To start, look at how they introduce their newsletter at the top of their main blog page:

And as a CTA at the bottom of every post:

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Instead of making a CTA that says “Subscribe” like everyone else, their CTA is “Get lessons.” But
let’s be honest. When you type in your email and click that button, what you are really signing
up for is a newsletter.

Yet, calling on prospects to “Get lessons” is an unexpected and far more appealing twist than
simply subscribing to yet another newsletter.

Then, instead of a normal, dull welcome email, their welcome email is a super useful gem
offering subscribers to “Get your free blueprint.”

In essence, all this is doing is directing subscribers to a “resources” page...but they’ve managed
to make it sound much more exciting by swapping out that word out for “blueprint.”

This resource-page-in-disguise links to a bunch of other content and gives readers the exact
steps they need to set up their store.
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The page also has strategically placed CTAs throughout, like this double mention of the
dropshipping training/webinar we talked about in Tip #7:

And of course, a call on readers to put all this new knowledge to use by “Getting started straight
away with a 14-day free trial”:

In summary, here’s the type of generic newsletter

sequence you usually see:
“Sign up for newsletter” → “Get free resources” → “Sign
up today”
But with Shopify, this newsletter sequence becomes:
“Free business lessons” → “Free blueprint” → “Free
14-day trial”
Which sequence is more appealing?

The takeaway: Customize your calls-to-action to

match what your customers desire (Shopify appeals
to entrepreneurs desires by offering free business
lessons, a free blueprint and a free 14-day trial).
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Tip #15

The 1% Social Hack: Be 1% Better Than Everyone Else

To Get People To Share Any Page On Your Website

As we saw in the example above, Shopify likes to do things in their own unique, slightly
unexpected way.

In an interview on Hubspot’s podcast “The Growth Show”, Shopify’s Chief Marketing Officer
Craig Miller explained that all you need to do is put a little extra effort into places where other
companies don’t to get yourself noticed:

“People have tweeted about our Terms of Service, because our TOS has the stuff written by a
lawyer on the right hand side and someone actually took a crack at trying to explain what all
the legal jargon means on the left.

Most people don’t think about it, but we took a little bit of effort and created something that we
thought was a little bit different, a little bit better, and we’ve literally seen people tweeting
“OMG, Shopify has the best TOS I’ve ever seen in my life.”

Craig then continues on to give another example of how they liven up the customer experience
with minimal effort:

“You logged out of Shopify. Instead of simply saying ‘You logged out of Shopify,’ it would say
have a good afternoon/morning/evening. Literally just 3 lines of Javascript, but people
comment on that [and say] ‘that’s so cool, I love logging out of Shopify.’”
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The takeaway: Do the small things better than everyone else if you want your
brand to be remarkable (Shopify does this with their Terms of Service and log out
screen).

What Have We Learned?

When it comes to marketing and skyrocketing growth, Shopify knows what they’re doing.
And now that I’ve lifted back the curtain and shown you how to do the same, it’s time for you to
pick a tip and test it out yourself.
Here are the 15 key takeaways:

1. Do more than just offer a free trial. Find a way to make your free trial so sticky that
prospects can’t help but convert to a paid plan.

2. Sometimes, people need a push to get started on something new like your
product. Give them that push by setting up a contest where they can win a big
prize.
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3. To really catch the eye (and the leads) of people on your website, set up an
evergreen webinar on something you know many of your customers are
interested in. Bonus points if you can squeeze some urgency in there.

4. Help your customers solve a problem by building a free, useful tool. Not only will
this make customers love you, it’ll also help you show up in Google when people
search for solutions.

5. Stuck on what type of content to create? Build your content strategy around your
most common customer questions. Then, answer those questions in several
formats (videos, guides, podcasts, etc.)

6. Set up an easy-to-follow onboarding email sequence that gives new customers

just 1 simple step to take (and don’t try to overwhelm them with all they need to
do at once).

7. Design a partner program that makes both you and your partners rich. Be
generous in your commissions for best results.

8. Steal your competitor’s traffic with ad copy and a landing page that solves the
biggest pain people have with your competitors.

9. Stop publishing boring product updates. Build the ultimate “Year In Review”
landing page for your company that you can regularly update. You will be proud to
share it and so will your fans.

10. Set up PPC funnels that match where your prospect is in the buying journey.
Shopify does this by sending 5-10 TOFU keywords to 1 TOFU landing page, and 1
MOFU keyword to 1 MOFU landing page.

11. If you have integrations, make sure you use them in your SEO strategy. Do this
by creating individual SEO-rich app integration pages that get your app page
featured on the first page of your integration partners keywords.

12. Don’t listen to the naysayers that say it’s impossible to sell to a wide audience. Be
like Shopify and split your homepage into sections so you can appeal to all types
of prospects.

13. Show the world your high-quality customer service by taking it to a public
platform that doesn’t hide anything (Shopify uses Twitter for this reason).

14. Customizing your CTAs to match what your customers really want performs
better than boring, generic CTAs.

15. When it comes to standing out and being memorable, it’s the little things that
count. Be 1% better to get your brand shared more.
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HUBSPOT’S $271 MILLION

INBOUND LEAD GENERATION

MACHINE

Sumo.com Growth Study

Peek inside HubSpot’s multi-million dollar
marketing strategy
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If you’re a marketer, you can’t help but hear about HubSpot’s massive growth.

They have a traffic rank of #5 in the world… in the online marketing tech space.

This doesn’t include websites they’ve built to build their community and fill the top of their
sales funnel.

They are a major player in the SMB software market, growing revenue 49% in the last year, from
$181.9M to $271M.

It is my hope in this article to show you what’s truly working online in marketing by giving you a
glimpse into the strategies and tactics of one of the marketing and tech industry's biggest
players.

What you see below is not conjecture or theory. This is the real facts behind a major tech
company, the marketing strategies they use, and the tactics used.
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HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah. In 8 years they grew from
zero to $100M+ revenue, with an IPO in 2014. Both founders had successful backgrounds in tech
before launching HubSpot.

According to their Annual Investors Report this year, HubSpot has built an audience of over 6
million people between their blog visitors, Twitter followers, Facebook fans, and Linkedin
connections.

Their large engaged audience is considered to be the largest in the software industry.
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HubSpot reported that their subscriptions accounted for 94% of their total revenue in this year
so far. Professional services accounted for the other 6% of revenue.

Perhaps best known for their inbound marketing prowess, HubSpot’s rocketship growth
trajectory makes them the second fastest SMB software company to ever IPO.

While they have about a dozen sites over the years, it appears that there are 4 critical websites
key to HubSpot’s online marketing strategy.

1. HubSpot.com
2. WebsiteGrader.com
3. Inbound.org
4. ThinkGrowth.org

I’m going to show you the latest marketing tactics HubSpot are using on those websites right
now to grow website traffic and leads into the millions per month.
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Tip #1

The BotBook Content Partnership You Can Use To

Amplify Your Website Traffic With Top Industry Players

HubSpot gets their brand in front of other people's audiences by doing content partnerships.
One notable example is their Chatfuel content collab.

There are three major elements to their collab with Chatfuel that you should swipe and deploy
for your own strategy.

1. Two industry experts = major knowledge advantage.

You could say that Bots are the ‘talk of the town’, and HubSpot took advantage of this by
creating a partnership with one of the leading industry experts in this field.

HubSpot and Chatfuel teamed up to create an eBook so hot that it’s hard for me not to
immediately download it.
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2. The content piece they created with Chatfuel is offered on Chatfuel’s domain. This gives
HubSpot an entirely new audience to be in front of.

3. HubSpot uses a FB bot landing page to deliver the eBook aka BotBook.

Here is what the funnel looks like, it’s pretty ingenious.

This is the FB bot landing page HubSpot and Chatfuel are using:
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After signing up for the eBook, you get taken to a page where you are guided to click through
to your Facebook Messenger as a next step towards accessing the info:

After click through, you are then prompted with a cute GIF and an opt in button:
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After you opt in via the Bot button (and after HubSpot shares another cute GIF) HubSpot then
brilliantly uses the Bot to capture lead information about you:

You are then lead through various questions that HubSpot uses to capture more information
about you. HubSpot uses that info later to hyper-target you with more relevant content (as you
will see in other tips in this article):
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When you click on “Get the free ebook” you are taken to a co-branded HubSpot/Chatfuel
landing page that is hosted on HubSpot to read the full HTML version (or download the pdf).

At the very end of the page there are 2 calls-to-action. One that goes to HubSpot’s contact
page, and one that goes to Chatfuel’s home page.
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Golden nugget: To track the amount of traffic going to the Chatfuel home page,
HubSpot uses a special tracking URL on the Chatfuel CTA button using the
“utm_source” URL parameter.

Take careful note of how HubSpot tag the end of the URL with “?utm_source=hubspot_ebook.”
HubSpot do this so Chatfuel can search for this URL inside their Google Analytics and track the
performance of their content collaboration.

5 hours after signing up to get the BotBook, HubSpot then send you a message asking you for
permission to send you chapters of the eBook inside your Facebook messenger.

After accepting, HubSpot show you a shocking statistic with an image to prove how important it
is for you to learn more about why bots are relevant today so you consume more of their
content.
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They then start to send you chapter 1 of their eBook (word-for-word as it’s appears on HubSpot’s
landing page and inside the pdf).

But they don’t send you huge paragraphs of text, instead they send you bite-sized nuggets of
information, just as if you were typing a message to a friend then hitting enter after every
thought you have (and they include fun gifs that aren’t on their landing page or pdf).
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HubSpot even use personalization to take their Bot experience to the next-level. You can’t do
this inside a blog article or pdf:
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The ingenious part of this whole content partnership, is that this whole eBook is a massive
native advertisement for Chatfuel while generating leads that are already starting to know, like
and trust HubSpot.

The partnership also positions HubSpot as an expert on a new marketing topic, “chatbot
marketing” which is new to most people.

The takeaway: LOPA = leverage other people’s audiences. Find a top player in a
related industry and create a powerhouse partnership by offering a piece of content
that your prospects will drool over. Use Facebook bots to then automatically and
authentically capture more information about your prospects and deliver the content
via the bot.
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Tip #2

The Big 3 Social Media Networks You Need To Promote

Your Content On To Get 1 Million Traffic Per Month

Although social traffic is only 2.54% of HubSpot’s total traffic, it accounts for over 1,000,000
traffic per month. The Big 3 social networks you need to focus on for traffic are Facebook,
LinkedIn and YouTube (in that order).

HubSpot’s Facebook video strategy is off-the-charts. Their native videos have incredible view
numbers, likes, comments PLUS they provide HubSpot with valuable leads by offering free tools
related to their videos in the video comments.

They have successfully turned their Facebook videos into lead magnets, and with the number
of views each video gets this strategy is powerful in terms of the number of new leads
generated for HubSpot:
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They have a massive amount of Facebook videos all with thousands of views:
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HubSpot has replicated this formula on their YouTube channel. They have over 1K videos
posted, 35K+ subscribers and the videos contain links to free products and act as lead magnets
(just like their Facebook videos):

HubSpot’s second largest social network is LinkedIn where they have over 191,000 followers.

When I analyzed all of HubSpot’s 400+ LinkedIn posts, I found that there is one type of post that
is the most successful and consistently generates over 100 Likes almost everytime without fail.

It follows the same 3-step format every time: short 1-2 sentence description, feature image and
link to one of HubSpot’s Facebook videos.
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Golden nugget: Drive text content on LinkedIn to video content on Facebook to

growth hack Facebook’s edgerank algorithm so you can get more of your Facebook
followers to see your Facebook posts.

HubSpot has close to 1.5M Facebook followers. To make sure more of their Facebook followers
see their content without putting $ into the Facebook cash register, HubSpot strategically use
LinkedIn to drive traffic to their Facebook posts.

Here is what happens when you click on that “hubs.ly” link:

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Here are 2 more examples, so you know this isn’t just HubSpot getting lucky, it’s strategic.
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HubSpot’s “work-life balance” LinkedIn/Facebook combination:

HubSpot’s “Instagram quote templates” LinkedIn/Facebook combination:

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To generate leads directly from LinkedIn, HubSpot uses LinkedIn Sponsored Content. Here are
the results HubSpot are getting by promoting their offers on LinkedIn:

Here is what HubSpot’s CMO Kipp Bodnar said about it:

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Here are 2 examples of HubSpot’s LinkedIn lead generation ads:

The takeaway: Take a look at which of your social media channels has the most
followers and engagement, then find a way to growth hack organic engagement on
that channel. Use ads to promote your content that prospects would highly value, then
funnel them into becoming a lead. (HubSpot do it by posting links to their Facebook
posts on LinkedIn, so they can get more people to see their content on LinkedIn and
Facebook. They then use ads to promote content offers and collect leads).
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Tip #3

How To Make Your Website Visitors Stay On Your

Website For Over 6 Minutes With “Content Stacking”

HubSpot dot com is HubSpot’s public facing main site. It gets an enormous amount of organic
(earned) traffic from the search engines. HubSpot put A LOT of focus on content marketing
and SEO.

They have thousands of generic key phrases like “Website Leads” and “Grow Email List” ranking
on the first page of Google.

From analyzing HubSpot’s 69,087 organic keywords I could count 5,905 that rank on the first
page of Google and 10,440 that rank on the first page of Bing/Yahoo!.

There is a lot of valuable content accessible from the HubSpot website which I believe is
contributing to their low bounce rate and high time on site.

On HubSpot’s blog articles they offer hundreds of different lead gen incentives (to match their
blog article content) in exchange for a full lead.
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Click here to reveal the scroll box tool you can use to do this.

Their blog post CTAs and ads are driven to landing pages with a very basic level visual design,
short form copy and a full lead form:
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Once you opt-in you are taken immediately to access the free guide and HubSpot then gently
nudges you to sign up for their free CRM software:

HubSpot then brilliantly uses their free downloadable guides as lead generators to further
qualify leads by adding very relevant links to more resources that take readers to various
‘next steps’ based on where they are in the funnel (download another resource, book
appointment, etc).

This builds up HubSpot as the industry expert, which builds trust with the user so they are more
likely to convert into a paid customer.
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Beyond the lead HubSpot sell inbound marketing software for a subscription fee based on their
customers number of CRM contacts.

The takeaway: Use “content stacking” to get people reading your content for over 6
minutes so they are more likely to convert. HubSpot do it with this three content stack:

Content Stack #1: blog content

Content Stack #2: downloadable pdf guide content
Content Stack #3: resource-based content (courses, webinars, templates, etc)
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Tip #4

HubSpot’s Content Upgrade Conversion Machine:

Create 1 Content Upgrade For Every Blog Post You Write

Notice that some of HubSpot’s blog posts aren’t the type you’d typically see on a website that
sells inbound marketing software.

Their most shared post generate leads for their HR department to fill their product management
jobs pipeline (high-growth companies need to hire!):
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The second most shared post is an opt-in page for a free guide on “How To Use Excel”:

You may be thinking… why in the heck are HubSpot teaching people how to use excel?

Trust me… this isn’t a mistake.

The smart team over at HubSpot did their research and found that there are 27,000+ people
every month searching for “how to use excel”.

When you search for “how to use excel” on Google, the first organic search result to pop up is a
HubSpot blog post titled “How to Use Excel: 14 Simple Excel Shortcuts, Tips & Tricks”.

And guess how they are using that blog post to generate leads?
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In the blog post they have 3 calls-to-action that link to their “How To Use Excel” guide:

1. Native Link CTA at the start of the blog post

2. Scroll Box CTA on the bottom right after you scroll 20% down the page
3. Image CTA at the bottom of the blog post

Click here to reveal the content upgrade tool you can use to do this.

If you take a look through HubSpot’s blog, you will see that these 3 blog post CTA’s for content
upgrades are consistent across most of HubSpot’s blog posts.

Sometimes they all go to the same content upgrade (like in the example above). Other times, all
3 CTA’s will go to 3 different landing pages with 3 different content upgrades relevant to that
blog post.

HubSpot has thousands of these “owned media” content upgrades, with their own dedicated
landing pages.

Here is an example of 5 blog posts and content upgrades from HubSpot’s Marketing Blog that
they are using to fill the top of their funnel:
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Blog Post Content Upgrade

How to Plan a Content Marketing Strategy: Marketing Plan Generator

A Start-to-Finish Guide

6 of the Best Messaging Apps for Different The Marketer’s Guide To Mobile
Scenarios

5 Overlooked Metrics Your Agency Needs New Client Intake Form

to Measure for a Profitable 2017

How to Build a Process for Growth 2017 Marketing Experiment Templates

Experiments

8 Timeless Business Lessons From Bill How To Be A Leader eBook

Belichick

As you can see… HubSpot are an inbound content AND lead generating machine!

One thing HubSpot do really well, is update old blog posts to make them relevant again today
with an Editor’s Note at the top of post to let people know what has been updated.

Here is an example:

This is a great strategy to generate more leads from old, evergreen content pieces.

Once someone opts-in for a content upgrade, HubSpot then use their own product to do their
email marketing.
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To see how insane the open rates are using HubSpot I tracked down one of HubSpot’s biggest
power users and bribed him with tacos to give me his HubSpot email data.

Here are the open rates my buddy Justin Brooke over at AdSkills is getting using HubSpot to
send emails:

Go check your email open rates now and compare.

If you aren’t getting high open rates like that, then you may want to test out HubSpot. They are
the king of making sure you have a clean email list and keeping deliverability to your customers
inbox at an all-time high.

The takeaway: Research blog post ideas to create your own content calendar, create
one content upgrade for every one blog post you write and use an email marketing
tool that automatically cleans your email list and has high deliverability (HubSpot does
it by researching high volume marketing topic keywords, writing an in-depth article on
the topic and using 3 CTAs that link to a content upgrade to capture leads with every
piece of content. They then use their own tool to email leads).
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Tip #5

Get Silicon Valley Serial-Entrepreneurs To Guest Write

On Your Blog By Stroking Their Ego

ThinkGrowth.org is a HubSpot Medium Publication that was launched on April 17, 2015. It was
first branded as ReadThink.com, then re-branded to ThinkGrowth.org on Dec 14, 2016.

This one Medium Publication alone generates HubSpot 333,000 website visitors per month.

Here is what Janessa Lantz, Principal Content Marketing Strategist at HubSpot said about what
their Medium publication represents:
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ThinkGrowth.org provides engaging and relevant content that connects the readers. Here’s a
few responses to their articles:

HubSpot’s launch on Medium was based on this premise: more and more people are
consuming articles directly from platforms like Medium, Facebook, and podcasts so they want
to be where their readers are.

Early posts were mostly cross-published content from the HubSpot blog, but HubSpot quickly
realised that their “optimized for search” blog content wasn’t generating many views on
Medium.

They had the best success by finding writers on the rise on Medium like Seth Godin, Nir Eyal,
Larry Kim, Steve Blank and Danielle Morrill and syndicating content they had created — exposing
both them and HubSpot to a new audience.
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By “optimizing for people” with opinion pieces, personal accounts and reaction posts from top
writers and influencers, HubSpot found content that would often have a stronger performance
than their home blog.

HubSpot got influential people to write on their blog in one of two ways:

1. Referral from someone within the company

2. Previous relationship from The Growth Show podcast (Steve Blank’s podcast aired on June
20, then his Medium post went live 2 months later on August 28)
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Golden Nugget: Do an interview-style podcast or video, then pick out the the #1 point
that resonated with your audience and ask your interviewer if they would like to write
a guest post on the topic.

Here is HubSpot’s traffic performance during their first year on Medium when they executed this
strategy:
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Not only did HubSpot breakthrough the “Plateau of Despair” and grow well beyond 160,000
views per month, but their Medium publication is now the 19th largest publication on Medium:

Since their success on Medium, HubSpot has decided to invest in a brand new team focused
entirely on “offsite” content strategy.

They have over 150 guest writers and take guest submissions at medium@hubspot.com

The takeaway: Get influencers to guest write on your blog by incentivising them to do
it (HubSpot do it by incentivising guest writers with access to HubSpot’s audience).
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Tip #6

Community Marketing: How To Build A 170,000 Member

Community That Generates $100M Revenue Per Year

Inbound.org is an online hub for marketers to connect, learn and find jobs. It is funded by
HubSpot Labs, an R&D department within HubSpot.

This website alone generates over 300,000 website visitors per month for HubSpot.

HubSpot gets this volume of traffic to their community site in 3 ways:

1. 170,000+ community members who go direct to the site to login

2. Organic search traffic
3. Social traffic (80%+ from Facebook and Twitter)

HubSpot’s top organic keyword for Inbound out of 1,605 keywords is “remote working jobs.” It
drives over 3,000 website visitors to Inbound every month.
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Here is what the landing page for that keyword looks like:

This is a perfect example of how to structure your blog category pages for organic SEO traffic
success:

� Keyword in the URL slug

� Keyword in the headline
� Short descriptions of articles/jobs/etc

To grow social traffic on Inbound, HubSpot do 2 things very well.

1. Promote Inbound Original posts from experts in the community to the top of the Inbound
homepage and on Facebook
2. Use a sticky Share bar at the bottom of posts
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Click here to reveal the sticky share bar tool you can use to do this.

The Inbound Original articles are consistently the Top Content on Inbound every month. By
getting experts to share their “insider information” on everything inbound marketing, HubSpot
give marketers a real reason to be part of their community.
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The reason these articles are so successful is because HubSpot’s Inbound team have a high
level of quality control over every Inbound Original that gets published to the site.

Here is an example of this quality control in action when I sent Keri Morgret from Inbound this
content piece about lessons learned growing Sumo’s blog from 100k/mo to 200k/mo traffic in 1
month:

To add fun to the community, HubSpot also have a cool little chatbot called “GrowthBot” on the
bottom right corner of every Inbound page where you can ask marketing and sales questions.
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This chatbot is another unique value-add HubSpot added to differentiate their community from
other online marketing communities.

Why does HubSpot go to all this effort to build a strong community?

Because one of HubSpot’s largest revenue generators is from marketing agency partners.

Just like Xero leverage accounting partners to grow their business, HubSpot’s marketing
agency partners account for 40% of their revenue (as of their last earnings call).

The Inbound community is the perfect spot for HubSpot to help their marketing agency partners
stay on top of the latest marketing trends, help them find new hires, and get access to unique
content they can’t get anywhere else on the internet.

HubSpot extend the value with their Inbound live event in Boston.
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HubSpot’s Inbound community has become so successful that they now have 3,400+ partners
servicing thousands of HubSpot customers, helping them get better results, month in and
month out.

HubSpot have nurtured their marketing agency partners through Inbound so well that their
partner program for marketing agencies recently scaled up past $100M in annual revenue.

The takeaway: Build a successful community around your brand by adding value that
people can’t get in other communities. Focus on making the people in your
community successful (HubSpot do it with Inbound Originals, a Remote Marketing Job
board, GrowthBot and their live Inbound conference).
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Tip #7

3 Paid Search Funnels That Make HubSpot Rich

(Hint: SIKAGs)

HubSpot is spending a moderate amount of money each month on paid search ads.

When I investigated their paid search ad strategy it was primarily advertising their Free CRM,
which has a core feature set of the main product, and leads SMBs to upgrading to their paid
version once they experience HubSpot’s value and want to use the full feature set.

HubSpot have 587 PPC keywords that they are bidding on, but almost all of their ads are a
version of the below:

Here is what their entire paid search funnel looks like for their Free CRM offer:
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There were a couple of other ads like one with the headline “Free Lead Generation Tool - Start
Capturing Leads Today” which were spot targeted ads for a free version of their HubSpot
Marketing product.

However, their 3 main active paid search funnels are below and drive traffic to these 3 landing pages:

SIKAG Ad Type Landing Page Type

Unbranded CRM Keywords CRM Ad Free CRM Offer

Branded Inbound Inbound Marketing Ad Inbound Marketing

Marketing Keywords Assessment Offer

Branded Keywords Demo Ad Demo Offer

Golden Nugget: Match your searchers intent with your offer using SIKAGs (search
intent keyword ad groups). For unbranded CRM keywords HubSpot uses a low-touch,
easy to signup Free CRM offer because the searcher likely has no idea who
HubSpot is yet.

However for branded keywords, HubSpot uses a high-touch, time intensive Demo offer
because the searcher already knows who HubSpot is so they are more likely to get on a call with
a sales person.

This is a very mature account and the most recent data in the tool doesn’t represent where they started.

When I look back over the years I can see that HubSpot have tested many different offers including:

� Free Price Quote

� Free 30 Day Trial
� Free Marketing Guides

They have now pruned all but the most profitable keywords and segments over the years and
found the best offers that convert for the highest buy-intent keywords in their market. Either that
or they are grossly under-utilizing one of the best ad platforms on the Internet (not likely).

The takeaway: Map out the broad categories of keywords your business falls under
when people search for your product/service on Google. For every group of keywords
come up with an offer that fits your searchers intent and group them into search intent
keyword ad groups aka SIKAGs (HubSpot does it with 3 SIKAGs: Unbranded CRM
keywords, Branded Inbound Marketing keywords and Branded keywords).
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Tip #8

The 9-Part “Free CRM Lead Generation Page” That

Converts Cold Traffic Into Hot, Sexy Customers

This is the above-the-fold section of HubSpot’s Free CRM landing page. It’s important to note
that if anyone comes to this page, they can make a quick decision from the info provided in this
first section.

Here is what their entire paid search funnel looks like for their Free CRM offer:

Their “Get Started” CTA button leads the visitor to a half lead (email, company name, website
URL) form after clicking through.

Everything they need to convert their user is in this section…

1. An image of their “Google Partner Certification” helps instantly add credibility by associating
themselves with a big brand name aka Google
2. Emphasis of their headline is about the #1 pain point their market faces (ie: bad sales process)
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3. Sub-headline gives people a high-level overview of what the HubSpot CRM does and uses
buzzwords that trigger an emotional response with their audience (ie: brand new, tricks and
capabilities)
4. A strong call to action in contrasting colours to the background image let people know
exactly what the next step is if they’re interested
5. Some people like to read, and some people like to watch. A short 2 min video testimonial
from 1 of HubSpot’s customers boosts social proof here

If people want more information before making a decision, they can scroll down and read these
4 points:
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6. The market for CRM software is fiercely competitive. HubSpot know this, so they talk about
their key USPs here (like powerful data enrichment functionality, adding leads from your
inbox and one customer view) to help people understand if this CRM will be the right fit
for them
7. Introducing benefits like ‘10-second installation’ and ‘100% Free’ help to overcome objections
people usually have with a product like this

Now people know how HubSpot’s CRM is different from others and the benefits it provides in
the 4 points above, they let people know it is just 3 simple steps to get started in the next
section:

8. Adding a screenshot from inside the software helps people understand what they are going
to see when they use the product

Then to round out the page, they have one final CTA:
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9. It’s been proven over and over again that headshots with short text testimonials right above
or below CTA buttons and lead forms increase conversions — use them

The takeaway: Follow this 9-part landing page formula to convert your cold traffic into
hot, sexy customers (HubSpot do it with a simple 9-part landing page designed to
convert people who have never heard about them before).
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Tip #9

Growth Hack Instagram’s Explorer Algorithm By

Partnering With “Micro-Influencers”

HubSpot have a big Instagram following, but not as big as your boi Sumo.

The name of the game when it comes to HubSpot’s Instagram following is simple:
“Micro-Influencers”.

According to a HubSpot blogger, here is how it works:

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Hubspot uses HubSpot Partners to build a community of micro-influencers.

On Instagram alone you can see over 1600 posts with the hashtag #hubspotpartner. These
posts authentically build the following for HubSpot:

HubSpot also reports that Markerly researched the impact of micro-influencers and their
engagement, and found some pretty powerful findings:

� Instagram users with fewer than 1,000 followers generated likes 8% of the time
� Users with 1,000-10,000 followers earned likes at a 4% rate
� Users with 10,000-100,000 followers achieved a 2.4% like rate
� Users with 1-10 million followers earned likes only 1.7% of the time.
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Basically, micro-influencers have proven to be highly valuable in terms of the power of the
engagement rate of their followers.

The takeaway: Find micro-influencers in your industry on Instagram and give them a
hashtag they can use to build social buzz around your brand (HubSpot do it by using
their community of HubSpot partners who create and post authentic images/content
for them via Instagram using the #hubspotpartner hashtag).
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Tip #10

The “Outbound Sales LTV Growth Hack” That Rewards

Your Salespeople For Keeping Customers Longer

While HubSpot clearly has inbound marketing down to a fine art, lots of people like Ed have
asked me if HubSpot's growth is due to outbound sales vs inbound marketing.

What is not apparent from the outside is HubSpot’s army of 200+ outbound sales representatives.
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HubSpot have a total of over 2,500 employees, so the sales team make up at least 10% of
HubSpot’s total company size.

Outbound sales combined with HubSpot’s inbound marketing prowess is a key part of
HubSpot’s success, after all $800+/month software contracts aren’t going to close themselves.

David Skok (one of HubSpot’s investors and Board of Directors) reports the following regarding
the strategy HubSpot uses to promote outbound sales within the company:

The key difference between HubSpot and many other tech companies, is that HubSpot
incentivizes salespeople to retain customers over many years vs. being done when a customer
signs a contract.

This helps maximize lifetime value of each customer and was rolled out in the following 3 ways:

1. Sales people would lose commission on a sale if the customer cancelled their account within
three months.
2. Sales people were given a small percentage of each customer's monthly fee to encourage
salespeople to help with client retention throughout the lifetime of that customer (and not just
the first few months).
3. HubSpot rolled out non cash based incentives through different internal contests. An
example of one of these contests would be the team would all ride in a limo if a goal was met.
These goals were often ‘team based’ encouraging salespeople to work together.
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These 3 things put HubSpot salespeople in a position to be incentivized to help the company
reduce churn and increase revenue.

HubSpot’s sales team is so successful that HubSpot built a Free CRM small businesses can use
to grow their own sales, based on the processes the HubSpot sales team uses to organize, track
and nurture their leads and customers.

Click here to reveal HubSpot’s Free CRM tool.

The takeaway: If you sell a high price point product, complement your inbound
marketing efforts with outbound sales. Make your salespeople a big part of customer
retention by aligning their sales commission with the duration of a customer's lifetime
vs. just when the contract is signed (HubSpot do it by deducting sales commissions if
a customer churns within 3 months, giving a recurring commission if customers stay
longer than 3 months and paying for team activities if team goals get hit).
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Tip #11

The Proactive Customer Happiness Dashboard That

Uses Your Customers Behavioural Data To Kill Your
High Churn Rate

HubSpot’s Customer Happiness Index (CHI) was created by Jonah Lopin, HubSpot’s former VP
of Customer Success.

CHI is also a play on words from the chinese word CHI meaning life force. This one metric uses
customers behavioural data to give you a CHI score for every customer, and is now HubSpot's
#1 tool for killing churn.

HubSpot focuses on getting as many data points as possible for each customer based on
actions they have taken inside their product.

Then they create a regression analysis on the data to find which customers are going to churn
before they do.

Here is an example of what this looks like:

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With CHI, Dharmesh (HubSpot’s founder) has the ability to determine if a customer is going to
churn in 1 month, 2 months or even 4.2 months time, then get his team to reach out to them
ahead of time.

Most companies have been taught that you need to measure your customers Net Promoter
Score (NPS), by sending out emails like this:
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However NPS only measures qualitative data, and the NPS of your customer now vs one month
later could be completely different based on their interaction with your product.

Instead, HubSpot uses CHI to measure what customers are actually doing with their product so
they can see if customers are doing better or worse than the baseline they have determined.

Customer Success managers are also able to use CHI to see if their customers are on par for
reaching their goals.

The takeaway: "Don't ask people what they think. Watch what they do." This is the
advice Dharmesh has for businesses wanting to find out if a customer is about the
churn aka leave your product (HubSpot do it by calculating a Customer Happiness
Index based on every customer's behavioural data so they can reach out to them
before they churn).
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Tip #12

Build A Free Software Tool That Surfaces Your

Customers Problems, Then Shows You Are The Solution

HubSpot’s free Website Grader tool was the first ever project to come out of HubSpot Labs in
2007. A person enters their website URL and email address to see how strong their website is
out of a score of 100.
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Here is what my website grade looks like:

You then get recommendations on what you need to improve when it comes to:

� Performance (30 points)

� Mobile Readiness (30 points)
� SEO (30 points)
� Security (10 points)

HubSpot are smart, because under every website grading element they have a call-to-action
that says “READ MORE >” which links to an educational article on their blog about how you can
fix it. #valuebombing
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But it gets even better. HubSpot give you a summary of what you should do next at the bottom
of the page and provide their software as the solution if you don’t want to waste your time doing
it all yourself:
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Golden nugget: After you surface your customers problems, show you are the
solution (HubSpot surfaces all your website's problems and then shows they are the
solution to make “your site faster, mobile responsive, and secure automatically.”)

Aside from being a super helpful tool for small business owners, it is also a great example of
how to build a free tool to drive millions of market specific TOFU (top-of-funnel) leads to your
company.

Dharmesh posted on Inbound.org about how significant the tool has been to HubSpot’s
success…

The majority of website traffic for the tool comes from the HubSpot blog, suggesting that blog
content combined with a strong market specific lead magnet can be a great combination to
acquire TOFU leads at scale.
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Since their success with Website Grader, HubSpot have got ultra-granular with their TOFU lead
generation. They now create blog posts with blog post specific lead magnets on their main
website to fill the top of their sales funnel with thousands of leads every month.

The takeaway: Build a free software tool that can surface your customers core
problems. Then give them recommendations on how to solve the problems themself
or use your product as an easy solution (HubSpot do this with their free Website
Grader tool that surfaces your website problems, provides recommendations and
offers their product as an easy solution).
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Tip #13

The Facebook Fan Page Messenger Bot That Generates

Leads On Autopilot

HubSpot’s genius marketing machine is focused on creating lead magnet opportunities

wherever possible, and using a Facebook Messenger bot on their Facebook fan page is another
way they generate new leads:

When you click on that blue “Get Started” button, here is what you see:
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If you confirm that you want to “Get Started” then HubSpot’s Facebook Messenger bot will send
you this welcome message:

If you click on the first option “Search Resources”, the bot gives you three calls-to-action for you
to choose whether you want to search the blog, search eBooks or subscribe to HubSpot content
via Facebook messenger:

Click here to reveal the Facebook Messenger Bot tool HubSpot uses.
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The two most interesting options are “Search Ebooks” and “Subscribe to Content”. Subscribing
to content is how HubSpot are building a Facebook Messenger list (in addition to their email list)!

Why should you do this?

Because Facebook Messenger average open rates are over 80% compared to email that has an
average open rate of just over 20%.

That’s 4X more people opening your messages and 9X more people clicking on your content!

But HubSpot doesn’t stop there. If you click on “Search Ebooks” you are guided to search their
eBook selection on any marketing topic you can imagine!
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Then you are authentically guided to that free resource:

Which then serves as a lead magnet:

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The takeaway: Use a Facebook Messenger bot on your Facebook page to build a
Facebook Messenger list and create another source of leads for your business by
connecting your lead magnets as free resources based on which topic your visitor
searches for (HubSpot do it so they have multiple channels to communicate with
their customers, collect more leads and take advantage of 80%+ open rates on
FB Messenger).
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13 Key Takeaways From HubSpot’s Multi-Million Dollar

Marketing Strategy

HubSpot have some unconventional growth strategies that have been the driving force behind
their consistent growth.

Here are the 13 key takeaways:

1. Partner with the top dogs from related industries to create a powerhouse content
partnership offering that your prospects can’t resist.
2. Boost your B2B prospects with LinkedIn’s sponsored ads. Use LinkedIn’s high quality
audience to promote content relevant to your potential customers, and incentivise them to
engage further with you by offering a relevant lead magnet on the content you are
promoting.
3. You can’t just offer loads of free blog articles and expect those visitors to convert into
customers. Instead, use your blog to also link to high-value free downloadable guides that
grow your email list, and offer intuitive ‘next step’ CTA’s to entice visitors into a deeper
conversation with you and frames you as the industry expert.
4. Research high value marketing topic keywords, then use these to create your content
calendar + create one content-upgrade per blog post (HubSpot uses 3 CTAs that link to
their content upgrade to grow their email list with every piece of content they write).
5. Create relationships with top influencers in your industry. Attract them to guest blog for
you by sharing your audience with them, or incentivising them in some other way.
6. Don’t underestimate the power of communities and connecting your customers with each
other. Leverage your customer and industry partner’s knowledge to learn from one another.
7. Don’t overlook the broader categories of PPC keywords that your business falls under.
Research the intent behind these broader categories and create offers that match
(Hubspot uses 3 broad categories: Unbranded CRM keywords, Branded Inbound Marketing
keywords and Branded keywords).
8. Follow HubSpot’s proven 9-part landing page formula to increase the conversion rate of
your cold traffic, and allowing you to more quickly turn them into hot-sexy customers.
9. Target micro-influencers on Instagram by uniting them around a common hashtag to
encourage authentic promotion from them.
10. Get your salespeople to be a part of your customer retention by aligning their commission
with the duration of the customer's lifetime and not just the initial sale (HubSpot deducts
sales commission if a customer leaves with 3 months, and also incentivises sales people by
offering a recurring commission if a client stays on longer than 3 months.
11. Collect every bit of data you can about your customers to predict a customer’s next move
before it happens. Use this information to create tactics that stops churn before it happens
(HubSpot calculates a Customer Happiness Index on every customer's behavioural data so
they can step in and stop churn before it happens).
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12. Build a free software tool that can surface your customers core problems. HubSpot uses
their free CRM to address their customer’s core problems, then they offer their free website
grader to give their customers the guidance to address their specific issues.
13. Build a Facebook Messenger list by using a Facebook Messenger bot on your Facebook fan
page. This list will serve as another source of lead generation for your business (HubSpot
uses this to grow the ways they communicate with their customers, to collect more leads, and
to benefit from the 80%+ open rate on Facebook Messenger).

If you are in the same market as HubSpot, you certainly have your work cut out for you.
However, I hope this brief has helped you to see what areas they are strong in and where they
might be weak.

If you are not in the market you should be thinking about how you can apply what they are doing
to YOUR business, in YOUR market.

You should not be thinking my business is different so none of this applies. Trust me after having
worked with many high-growth startups — no business is that different. These strategies work in
all business markets.

Also, take notice as to what is not here. The strategies they are and aren’t using is important to
identify.

What strategies and tactics are not showing up here that some experts say you MUST be doing.
I find it much more effective to learn from what’s actually in play and working with the biggest
players, than trying to guess.

Double-down on what works. Ignore everything else. It is just a distraction.

 CHAPTER
CHAPTER
5: 7:SHOPIFY
SLACK CASE STUDY

HOW SLACK GENERATES

100,000,000
WEBSITE VISITORS PER MONTH

Sumo.com Growth Study

Peek inside Slack’s multi-million dollar
marketing strategy.
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They have 3+ million paid users. Their trial to paid conversion rate is sitting at 30%.

There’s just no better way to put this: Slack is absolutely kickin’ ass in the SaaS world.

But they don’t need me to tell the world how well they’re doing. Just look at their stats:

They are the fastest growing SaaS company. Of all time.

They have gone from being valued at $0 to $5 BILLION. In just 4 years.
They are adding $1 million in new contracts. Every. 11. Days.
They have 77% of the Fortune 100 using their software.
They have 8+ million daily active users.

Growth chart for Slack’s daily active users

Oh, and did I mention they did ALL of this without a million-dollar marketing technique, a fancy
email strategy, or a pushy outbound sales team?

Actually, it wasn’t until recently that Slack even bothered hiring salespeople and they managed
to become a $1.1 billion company before bringing on a CMO.

So, how did Slack actually do it?

Let’s find out.

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Tip #1

The 4-Step Word-Of-Mouth Marketing Hack That

Generated 8,000 New Wallet-Ready Customers In
1 Day

Before we talk about Slack’s overall strategy, we first have to talk about its astonishing initial
growth.

A tweet by Marc Andreessen on Feb 10, 2014

Most of Slack’s initial growth was thanks to word-of-mouth marketing (and actually, even today
this continues to be Slack’s #1 priority).

The initial word-of-mouth spread is at least partially attributed to Slack’s famous founder:
Stewart Butterfield. Before Slack, Butterfield was well-known as the founder of the photo
sharing platform Flickr.

As expected, Butterfield had the benefit of a lot of contacts, including those in the media, that
he could leverage to get the word out.

But this doesn’t mean you can’t replicate a lot of what Butterfield did to generate product hype
and get feedback to make your product the best it can be. Butterfield followed a 4-step
sequence.
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Step 1: Once you have a workable product, convince everyone you know to try it out (for
free, of course) and give you customer feedback.

As Butterfield recalls in an interview, just a few months before Slack’s beta release in May 2013,
he said “We begged and cajoled our friends at other companies to try it out and give us
feedback… We had maybe six to ten companies to start with that we found this way. [3]

Slack’s goal with this was to iron out any issues before their product hit the market while also
starting to generate some awareness. Plus, this gave Slack their first few testimonials from
Medium, Rdio, TGC and Cozy.

Here is the first version of the Slack website on Aug 19, 2013 with testimonials from Butterfield’s
friends at other companies:
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Step 2: Find an interesting “hook” that’ll help you spread the word...and then make sure it
keeps spreading.

Slack could have gotten a lot of awareness just

by leveraging Butterfield’s fame. But they moved
beyond that to create an interesting hook (and
this hook is exactly what you should focus on if
you don’t have someone famous onboard).

The hook was: Slack is out to “kill email.”

Basically everyone finds email annoying. So,

making this the “hook” was a great way for Slack
to grab people’s attention.

Just look at the titles of some articles that were written about Slack pre-launch:

“Flickr founder plans to kill company e-mails with Slack” (CNET)

“The Co-Founder Of Flickr Wants to Replace Email At The Office” (BI)
“Flickr Cofounders Launch Slack, An Email Killer” (FC)

Once you have that hook, don’t underestimate the power of traditional media in getting it out
there. Pull all the strings you can.

For some more inspiration, check out Sumo’s easy two-step process for getting media
coverage here.

And once you’ve got that media coverage, make sure it doesn’t fall flat.

According to Butterfield, just getting the articles published is only 20% of the key to media
success.

“The other 80% is people posting about that article. I almost never go to news sites–it’s
overwhelming how much content is out there. But I will pay attention to what my friends are
picking up and sharing.”

In other words, don’t let your article die a sad, slow death just because it wasn’t reshared.
Promote your content on social media, community forums and places you’ve never thought of
to get more traffic.

Check out Sumo.com to grow your email list

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Step 3: Invite people to try out your preview release.

Slack’s initial request for feedback and successful media blitz worked - in August, 2013 Slack
gave people the chance to request invites to try out their preview release… and 8,000 people
did so on the very first day. Two weeks later, that number had almost doubled.[4]

Golden Nugget: Even if your product is in beta, don’t call it that. As Butterfield
says, “that was essentially our beta release, but we didn’t want to call it a beta
because then people would think that the service would be flaky or unreliable.”
Slack called it a “preview release” instead.

Milk this beta-testing period for all its worth. Butterfield says “beta-tester feedback is crucial to
finding those little oversights in a product design.”

In other words, this is your chance to get feedback and make your product something people
will absolutely love by the time you launch it.

And the more people love your product? The more people that’ll be talking about it (to get you
that viral word-of-mouth marketing growth).

Step 4: Launch your product to the public!

After you’ve finished your testing period and managed to generate some awareness, open up
your product to the public (Slack did this 6 months after their preview release in February, 2014).
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Slack continues to rely heavily on word-of-mouth marketing and on brand building to generate
organic views to their website.

Here is a breakdown of the 108,600,000 website visitors Slack generates today:

This is Slack’s public facing main site. As you can see, the majority of Slack’s traffic comes from
direct sources… meaning 91.35% of those 108.6 million monthly visitors are going to the website
directly (BTW: 108M+ monthly visitors is 5x HubSpot’s 20M+).

But given that Slack has 4+ million daily active users, a very high percentage is users heading
to the website to login.

This high amount of direct traffic can also be attributed to that ultra-powerful word-of-mouth
awareness that Slack worked so hard for from December, 2012 up until February, 2014.

In other words, since so many people already know Slack by name, they just type Slack.com
directly into the browser.

Here are the keywords that really bring the most amount of traffic to Slack:
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What sticks out to you? The word ‘Slack’ shows up in every single one!

Even the 5th organic keyword is just the word “Slack” in Japanese. Japan is Slack’s biggest
market outside the United States (see proof below).

Slack’s other top keywords, beyond the branded ones, usually relate directly to their product
offering (ie: messaging, team communication, etc).

This all goes back to Slack’s awesome word-of-mouth brand awareness. Because of it, Slack
doesn’t put huge amounts of focus on content marketing or their SEO - their brand name and
product offerings do a lot of the work for them.

The takeaway: Noah said it best in this Tweet...

Slack didn’t do this overnight like most people think. They started building the
product in December, 2012 based on their own pain point, begged friends to use
the product in May, 2013, preview released the product in May, 2013 and officially
launched to the public in February 2014.

14 months of hard work to generate 8,000 new wallet-ready customers in 1 day.

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Tip #2

Reverse Engineer This 60 Second YouTube Product

Video With 15,000,000 Views (Hint: “Animals!”
Curiosity-Gap)

Here’s a breakdown of the traffic Slack gets from social media:

Altogether, Slack get 800,000+ views monthly from social media.

As you can see, Facebook is a major driver, pulling in half of all this traffic. Though Slack have
amassed a lot of followers on Facebook, it seems they use Facebook primarily as a tool to get
readers elsewhere.

To start, their cover photo isn’t used to promote Slack itself, but to drive people to their podcast:
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And their pinned post of at the top of the page directs fans to other methods of contact (in other
words, they are trying to pull communications off of Facebook and onto other platforms):

YouTube is Slack’s next biggest source of social media traffic and from what I can tell, it is Slack’s
#1 social customer acquisition channel. It pulls in approximately 155,000 visitors monthly.

Slack’s YouTube channel is a combination of general Slack content, tutorials, and case studies.

But if you sort Slack’s videos by the most popular, you’ll notice that the best performing videos
fall into a different category; namely, they are TV ads that Slack actually ran.
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Repurposing these successful TV ads as YouTube video content has worked extremely well with
the top video claiming more than 15,000,000 views.

Plus, the clever folks at Slack knew just how to get those who enjoyed the video interested
enough to click on Slack’s website: a CTA that goes to Slack’s website but doesn’t make any
mention of what Slack actually is.

Since YouTube has such a wide-ranging audience, many of whom might not know what Slack
do, this was a great way to generate further interest and entice viewers to click.

If they had mentioned in the CTA screen that they were a messaging app, likely many people
wouldn’t have bothered to click through because they wouldn’t think this was a company
relevant to them.

Also, notice the unique tracking URL Slack are using to measure their traffic from this video
campaign. It is easy to remember and redirects to their homepage (when you see
“slack.com/animals” you get curious and want to know what it’s all about).

Slack is using a direct response marketing tactic called the “curiosity-gap” to get TV viewers to
stop what they’re doing and visit their website, and to also get more clicks on YouTube.

(P.S. Grab 18 more YouTube growth hacks from the pros in this Sumo-sized YouTube growth
article)
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Check out Slack’s full one minute video here to see exactly what I mean:

Finally, although it takes up a smaller portion of the pie, we can’t not talk about Twitter. In fact,
Twitter has actually been Slack’s most important social media platform.

Slack founder and CEO Stewart Butterfield said:

“We bet heavily on Twitter. Even if someone is incredibly enthusiastic about a product, literal
word-of-mouth will only get to a handful of people - but if someone tweets about us, it can be
seen by hundreds, even thousands.”

In other words, Twitter played a huge role in Slack’s viral word-of-mouth growth. Slack’s Wall of
Love is a perfect example of this.
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People can tweet to @SlackLoveTweets to show their expression of love for Slack.

As for Slack’s tweets themselves, they’ve helped Slack out in a few different ways:

1. They helped Slack build brand awareness and define their company’s voice (a
voice that’s been so distinctive, they even wrote a Medium article about it).
2. They help Slack keep their users up-to-date on changes and improvements.
3. They give Slack a venue for getting customer feedback and communicating with
customers.

Twitter as a venue for customer communication has been HUGE for Slack. They rely heavily on
Twitter for dealing with customer support issues and getting customer feedback.

Today, Slack’s customer support team has 18 people alone with a group of 6 making sure
Twitter is covered 24/7.

What Slack’s use of social media should teach you is this: social media is about a lot more than
just driving traffic and getting clicks. It also gives you the chance to connect with your customers
and help make your brand memorable.

The takeaway: When it comes to social media, you need a different strategy for
each social media platform (side note: this is also exactly what Tony Robbins does
to get such massive engagement and followers across his social media platforms).
Slack leverages each platform in the following ways:

Facebook: to update fans on their blog articles, podcast, event and places they've
been featured.
YouTube: to drive customer acquisition with professionally produced product
videos and smart direct response calls-to-action.

Twitter: to drive viral word of mouth awareness with 24/7 customer support

Check out Sumo.com to grow your email list

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Tip #3

Sponsor Every Podcast In Your Niche. Cut The Losers.

Keep The Winners

Slack are very familiar with the podcasting world.

Before creating their own podcast, Slack dabbled (a lot) in sponsoring podcasts. Slack’s first
CMO, Bill Macaitis, made them an instant marketing priority.

In just a matter of time, Slack were sponsoring about 10 podcasts of all very different audiences.
These included Startup (a podcast for entrepreneurs), Reply All (a podcast about the internet)
and 99% Invisible (a design podcast).

The key here isn’t necessarily sponsoring podcasts that have monster audiences (although this
obviously helps) but sponsoring ones that have loyal audiences that regularly interact with and
trust the podcast host.

Beyond this, Slack have also branched out into creating two very distinctive podcasts of their
own.
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The first of these was a series called “The Slack Variety Pack” podcast.

The podcast itself was pretty weird and offered a very unique voice in a sea of podcasts with
repackaged business advice.

Slack’s SoundCloud page explained it best: “Think of it as This American Life meets Office
Space meets Monty Python’s Flying Circus.”

Obviously, the podcast resonated with the audience as there were nearly 2 million listens over
the course of 15 episodes.[7]

But perhaps the most important thing to take note of is how Slack used this podcast to promote
themselves without sounding like a sleazy hard sell. As Macaitis explains, the best podcasts
“aren’t trying to sell you something.”

And it looks like Slack found just the right balance. There are 3 sneaky podcast promotion
techniques Slack are using:

Slack’s podcast promotion technique #1:

Beginning each episode with a quick announcement that the podcast content is “brought to you
by Slack” and asking them to visit Slack.com to “change your working life forever.”

Slack’s podcast promotion technique #2:

Integrating non-salesy CTAs following specific podcast stories (such as asking people to tweet
their own stories to @SlackHQ for a chance to be featured on the podcast after the hosts
discussed a crazy office story).
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Slack’s podcast promotion technique #3:

Inviting listeners to share their thoughts and feedback with #SlackVarietyPack at the end of
each podcast.
The Slack Variety Pack may be finished, but Slack now have another new podcast that uses
similar promotional tactics.

Golden Nugget: Instead of just writing up a transcript for each podcast episode
like most companies do, Slack repurposes the content of each podcast to make a
Medium article and get more exposure. Each Medium article begins with the full
embedded podcast episode and a short reminder that their podcast exists.

The takeaway: Find podcasts that your potential audience members are listening
to and see if you can become a sponsor (since Slack has a really big audience,
they sponsored a lot of different types of podcasts to test which work). It’s an
upfront investment, but as you track what works you can cut the losers and keep
the winners.

If you want to start your own podcast and get it to grow… be different. You need to
be known for something (Slack does this by running an entertaining podcast about
the meaning and identity we find in work).
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Tip #4

Rank For Competitive Short Tail Keywords With This

Category Leader Business Review Strategy

Slack have another organic traffic trick up their sleeves that you’re going to want to follow: they
get themselves on review and comparison websites.

This means that people typing in more generic product search terms still find them.

Take a look at what happens when I search “team collaboration software”.

Obviously, Slack’s #1 slot under Google’s “software” bar at the top is going to help. But moving
beyond that, all 3 of the top organic listings are review websites and comparison articles.

Golden Nugget: If Slack wanted to, they could compete for this keyword phrase by
writing an in-depth comparative guide on the best team collaboration software.
Then, they could collect reviews. You can try the same for your SaaS.
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But keep in mind that creating content that outranks a big review/directory/comparison website
will be tough, since they already have so much user generated content.

Luckily, Slack made the cut and shows up for anyone who clicks the first PC Mag link (so they
didn’t need to resort to that nugget above):

But of all the review websites listed above, G2 Crowd is the most interesting (and we’ll tell you
how you can make it work for you in just a second).

Slack are absolutely dominating on G2 Crowd. Of the 10,000 products reviewed on the
platform, Slack have the highest number of reviews (4,043 reviews in total!).
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...and are one of the top performers on G2 Crowd’s crowdsourced “Grid”:

I got in touch with Godard Abel, co-founder and executive chairman of G2 Crowd, to get some
more intel.

When I asked him why 4,043 people chose to put their Slack reviews on G2 Crowd and not
some other random review platform, this is what he had to say:

And as Godard explains, Slack have seen some BIG payoffs by ranking so highly in G2 Crowd:

Obviously, that’s a lot of new visitors checking out Slack’s positive reviews. Some may be
current customers coming to join in on the conversation. But plenty of others will be brand new
prospects browsing reviews before making their purchase.

And you can bet it’ll be hard for them to choose any other product but Slack after checking out
Slack’s successful G2 Crowd profile.

How can you make sure people leave a review for you on G2 Crowd and other review sites?
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This is what has worked for Slack, according to Godard:

As Godard says, this is hard to replicate. But to start, you need to make sure your product is
signed up for all the top review sites relevant to your type of product. Otherwise, you’ll never
get people leaving those reviews.

Just google “top review websites for (your type of product)” to find out what those are.

If you’re in SaaS, you’re going to want your product listed on places like G2 Crowd, Capterra,
and GetApp.

Once your product is listed, you can give your customers some incentives to get those reviews
rolling in (you’ll probably have to do a bit of experimentation to see which review platform
makes sense for you to focus on).

One way you can do this is with an email campaign offering some sort of bonus. G2 Crowd uses
a 3-step email campaign that offers Amazon giftcards to get the first 10-20 reviews:
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Whether you do this via a subscription or on your own, you can find other ways to incentivise
customers to leave reviews - whether that’s with gift cards, discounts or small freebies. Here is
another example:

Golden Nugget: Use popup CTAs and welcome mat CTAs on your customer login
pages to collect customer reviews.

I used the free Sumo List Builder Popup CTA in the example above.

The takeaway: Get yourself onto top review websites as much as you can. Then,
set up an email campaign, popup CTA or welcome mat CTA to tell your customers
that you will reward them for leaving a review (Slack does this with their G2 Crowd
review page that generates them 4,542 visitors).

What if you don’t have the same level of brand awareness as Slack to pull off a top
category ranking on a review site? Then make sure you nail your SEO and get
yourself up in search engine ranking.
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Tip #5

The One Strategic Integration You Can Do To Drive

200,000+ Monthly Unique Traffic

Now let’s take a look at Slack’s referral traffic. Referrals make up 3.34% of Slack’s total traffic,
and here are Slack’s top 5 referrers:

Of all these referrers, the second and third are the most interesting: GitHub and Trello.

As we just discussed above, Slack have a ton of integrations. And two of these are - you
guessed it - GitHub and Trello.

If I click on the GitHub link in that referral image above, I end up on a GitHub page explaining
how Slack and GitHub can be integrated.
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And if I click the Trello link, I end up on a similar integration page on Trello’s website:

But even though these percentages may seem

small, you first need to take into account the
sheer number of visitors to Slack every month
(108.6 million!).

And if you consider the percentages above out

of Slack’s total monthly visitors, the numbers
actually look pretty good. GitHub alone brings
Slack approximately 200,000+ clicks monthly
and Trello brings them 150,000+.

Not bad for something Slack don’t really

have to do much for.

Just one strategic integration is part of what

helped YouTube get so big, so fast (and we
also found strategic integrations to play a
super important role in our Shopify growth
study).

Back when YouTube first began in 2005 as

an unknown company, they integrated with
MySpace, thus tapping into the 25 million
unique users MySpace had at the time…
without having to seek these visitors out
themself.

Essentially, integrations let you piggyback

off the success of another platform.
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Slack has 1,000+ integrations (231 alone just in Bots apps) - meaning they are reaping A LOT of
benefits and extra traffic because of them.

And of course, the 4th referrer is Slack’s Medium publication. Their Medium publication brings
an extra 76,063 interested visitors to their main site every month.

On that note, let’s move on to analyzing Slack’s Medium publication in the next tip.

The takeaway: Identify the one product or service that your customers are already
using and integrate/partner with them to piggyback off their success and drive
new customers to your website (Slack does this with GitHub to generate 200,000
clicks per month and with Trello to generate 150,000 clicks per month).
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Tip #6

The Top 4 Medium Blog Posts You Need To Get

500,000 Monthly Blog Visitors With Your Content
Marketing Side-Hustle

SlackHQ.com, also called Several People Are Typing - The Official Slack Blog, is Slack’s Medium
publication.

Here are the publication’s main traffic sources:

Slack’s Medium publication is a combination of 4 main types of blog posts:

1. Company and product updates

2. Product tutorials
3. Practical workplace tips
4. Personal stories

This combination helps Slack:

Generate an extra 70,000+ viewers to their main website monthly

Keep their current customers in-the-know or encourage potential prospects
with Slack updates and improvements
Boost their search engine visibility
Connect with their readers (whether they are already users or not) and continue
building their brand name with their unique customer voice

Sounds like the perfect combination, doesn’t it? Let’s look at how they work in a bit more detail.
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Medium article type #1: Company and product updates

If you look at Slack’s top performing Medium articles by social engagement, you’ll see that the
first 3 all fit into this category.

These type of articles are part brand awareness builders, part ensuring current customers know
what’s changed and part attempting to impress new prospects.

Take note of how Slack understand the importance of their own brand name: the 2nd and 3rd
title actually begin with the word “Slack.”

But just as important as the articles themselves are what the articles try to get readers to do.

The calls-to-action (CTAs) on most of Slack’s Medium articles are a variation of opening up a
dialogue with their customers by asking them to reach out with questions or suggestions.

They also always link to their Twitter page in the CTA (read tip #2 again if you need a reminder
why).
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Medium article type #2: Product tutorials

Slack uses this type of article to pump up their SEO and get more people finding their Medium
publication through search engines.

If you look at the traffic profile above, you’ll see that the second largest traffic source is Search
clocking in at 11.45%.

And if you look at the organic search terms below, you can see that the top keywords are all
branded.
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The most amount of organic traffic is coming from the keyword “slack blog”, but when you
approach Slack’s main page, the link to the blog isn’t very obvious:

This accounts for the high number of people searching for the phrase “slack blog” (after all,
what kind of big business doesn’t have a blog?).

But beyond that, the middle 3 keyword phrases are customer search queries and questions
about their product that Slack knew were common and thus decided to make articles about.

Here are the 3 specific pages generating that traffic (as per the 2nd, 3rd and 4th top organic
keywords on the SlackHQ Medium publication):

slack bot tutorial: A beginner's guide to your first bot

slack meetings: Meetings that work (and don’t) in Slack
slack status: Set your status in Slack

Including these type of articles not only gets more people from search engines onto the
publication, but also gives Slack a clever way to provide customers with more product info
without just referring them to a boring “help” page.

At the end of articles about product updates, the CTA often links readers to more product
related information and gives a few links to other product updates they think their readers
might like to know about.
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Medium article types #3 and #4: Practical workplace tips and personal stories

It’s these two last types of articles that have let Slack perform so well on the Medium platform.

Over 50% of the referring traffic to SlackHQ comes from Medium itself, as Slack has a strong
Medium presence with over 125,000 followers and is featured first on the Medium Brands page.

That page you can see pictured above accounts for 7.27% of SlackHQ’s referral traffic, but
where is that top 47.54% of medium.com referral traffic actually coming from? Answer: Medium’s
homepage in the ‘Popular On Medium’ section and the ‘Medium Daily Digest’ email.

By really finding their voice and tapping into the type of personal and real-life articles that
perform well on Medium (like articles with workplace tips and stories), Slack often find itself on
Medium’s ‘Popular On Medium’ section or featured in the Daily Digest email that Medium sends
to its subscribers.
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For these types of articles, Slack often skips a CTA entirely. For this story-based article, the
ending is just an image and blurb about the guest author.

This is how you know that Slack is not relying on these types of articles just to sell. Instead, they
are here to build their brand, show off their unique company voice and perform well within
Medium (so they have max outreach).

How can you do the same?

Build your Medium following and publish articles that Medium’s algorithm love (ie: high read
ratio, high amount of recommends, high comment count, etc… basically everything that
comes to you when you create really good content and follow the 4 types of blog articles
above).

One more thing to note is that Slack run their blog solely on Medium and don’t have their own
blog outside of it. More and more companies are doing this, finding Medium to be a great
platform that can open them up to a whole new potential audience that they might not reach
otherwise.

The takeaway: Use articles on your blog to provide product updates, product
tutorials, practical workplace tips and personal stories. Give them an interesting
headline with your branding and don’t hide all of your product updates inside your
company help desk (Slack does this by publishing these 4 types of content on their
Medium publication).
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Tip #7

The One Settings Cog You Can Change Inside Your

Medium Publication To Get Over One Thousand Claps
On Your First Medium Article

Here’s another quick little hack to up your Medium game that works for more established
businesses. If you already have a pretty strong social media following, then this is an easy and
powerful way to have instant Medium success.

(But if you are “newer” to the biz world or don’t yet have much of a social media following, don’t
worry! You can learn all about building up your Facebook following right here and your Twitter
following right here.)

Part of Slack’s major success with Medium is that they already had a large audience to market
to.

In fact, back when they began their publication in August 2014 with an article titled “11 Useful
Tips for Getting the Most of Slack,” it was recommended 1,024 times… even though it was their
first article ever!

How did Slack manage to get this much engagement on their very first article? Well, one theory
goes back to a feature that makes Medium an awesome marketing tool: it lets you bring your
followers from another platform.
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In other words, if you sign up with Medium through either Twitter or Facebook, Medium will
automatically import all of your followers that already have a Medium account.

And as you’ll see in our social media analysis below, Twitter has been the backbone of a lot of
Slack’s success and customer interaction. So, Slack probably leveraged this by signing up
with Medium through their Twitter account to quickly reach their first 100,000 Medium
followers.

You can do this by connecting your Twitter handle inside your Medium Publication Settings:

The takeaway: If you’re launching a new Medium publication, make sure it’s
connected to your company’s Twitter or Facebook. This will give you the best
chance of growing your Medium following and referral traffic to your website
(Slack did this and got over 1,000 people to recommend their first Medium article).
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Tip #8

The PPC Traffic Funnel Based On 3 Core Keywords You

Can Swipe And Deploy In Minutes

Slack founder and CEO Stewart Butterfield has openly admitted that paid marketing hasn’t been
his priority nor his main traffic driver for Slack.

A tweet by Stewart Butterfield on Mar 16, 2016

Yet, paid marketing still plays a pretty big role in Slack’s

success, accounting for nearly 400,000 website views
monthly.

These are the top performing ads for the 2,100 PPC
keywords Slack are bidding on:

As you can see, every single one of these ads has the word
“Slack” and the word “Team.”

Each headline also contains one of the following 3 words:

“Communication,” “Collaboration,” or “Messaging.”

The ad copy varies between benefit-driven (ie: fewer meetings, less internal email, all your tools
integrated) and feature-driven (ie: real time messaging, file sharing, and powerful search).

Clicking on any of the top performing ads will bring prospects to one of two places: Slack’s
homepage or Slack’s product page.
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Here’s the entire paid search funnel for ads that direct prospects to the product page:

As you can see, they are using a single landing page for a lot of different keywords.

Usually, a company would create several different landing pages based on the searcher’s
keyword intent. But this particular landing page must be working well enough for Slack that they
can just direct all keywords here.

(I’ll show you why this is a great landing page later in tip #9.)

You can see that most of the keywords are some variation of “collaboration”, “messaging” or
“communication.”

Slack has the challenge (or the benefit, depending on how you look at it) of having to appeal
to a wide audience. But clearly, Slack has found three words that seemed to have universal
appeal, no matter the searcher.

You’ll also see that there are a few competitor branded keywords (ie: “office 365 instant
messaging”).

As far as I could tell, Slack isn’t investing in retargeting ads. Per this discussion in 2015, they
weren’t. And I haven’t found anything implying they are now:
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A tweet by SlackHQ on Mar 19, 2015

In general, it’s safe to say that Slack’s focus with their advertising has been more on brand
building than anything else. This means they’ve also experimented with some more ‘traditional’
forms of advertising to help get their name out:

A tweet by a Slack Account Executive on May 22, 2017

One of Slack’s most memorable ventures into traditional advertising happened when they took
out a full-page ad in the New York Times.This ad served as a challenge to Microsoft, who was
soon to launch their own competing product.
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A tweet by Stewart Butterfield on Nov 2, 2016

Slack then sensibly published the whole ad on their Medium publication, thus providing them
yet another outlet to get their name out and spread the word. Clearly, it worked.

If you look back to our analysis of their top performing Medium articles above, you’ll notice that
this article snagged the top spot with 14,600 shares.

I can’t say for sure whether or not this ad brought more paying customers, but it sure got a lot
of media attention and probably created some loyal fans.

The takeaway: If you are trying to target a wide audience with your PPC ads, find
the handful of short-tail keywords that have a universal appeal in your market (no
matter the searcher), and turn your product page into a landing page that converts
your paid traffic into new customers (Slack does this with keywords that are some
variation of “collaboration”, “messaging” or “communication.”)
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Tip #9

The 8 Section Hybrid Product Landing Page You Can

Use To Convert Organic AND Paid Traffic

As mentioned above, Slack only has 2 landing pages that they currently use for their paid ads -
either their homepage or their product page.

Slack’s homepage (up until just a few days ago), looked like this:

Recently, Slack revamped its homepage to make the design a little more streamlined and make
their unique selling proposition (USP) more specific.

They’ve kept the motto and the vibrant “Get Started” CTA button.
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I found out that they are doing the following a/b test on the above-the-fold section of their
homepage to see which performs better:

Test A: “Get Started” button, then email address opt-in field (2 step opt-in)

Test B: Email address opt-in field directly on the page (1 step opt-in)

The biggest change from their redesigned homepage is that they’ve added some social proof
to the homepage (which is something that basically any homepage can benefit from):

Slack’s homepage is where they direct people who find them via branded keywords:
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After all, if someone already knows enough about Slack to type their brand name directly into
the search bar, you hardly need to overwhelm them with extra info or a full-fledged sales page.
Really, all they need is an easy next step. In this case, clicking the “Get Started” button.

On the homepage, the audience can get more info if they scroll down to the very bottom of the
page.

But by making this section not stand out, it prevents the reader from getting distracted and
instantly draws their eyes to the CTA button as the only logical next step.

Beyond the homepage, Slack also use their Product

page as a landing page. Interestingly enough, this isn’t a
special landing page that can only be found by clicking
on a paid Slack ad. You can actually find it by clicking on
the “Why Slack?” text link in their website footer.

Though the Product page is certainly longer than the

homepage, it is by no means text heavy; instead, it
revolves around a very streamlined message and a lot
of white space.

Just like the homepage, the Product page recently

underwent a makeover with a shortened page,
simplified copy, less sections, and less features and
benefits.

Slack is taking advantage of its own brand awareness.

So many people already know what Slack is, they don’t
need their landing page to do as much of the “selling for
them.”
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Let’s break down the page scroll-by-scroll to see what’s going on.

Here’s what the landing page looks like above-the-fold:

1. A prominently displayed 5 word headline is the first thing a person sees. It tells you
very simply what Slack is for.

2. A simple, concise description of what Slack offers. Misunderstanding due to bad

team communication is a pretty universal pain point, so it’s good to give the
audience a reminder of what Slack does early on.

3. A large modern image with a team of 4 collaborating together. Big, high-res,

well-designed images like this are being used more and more by big companies
today as people are used to scrolling down a web page.

4. A quick breakdown of Slack’s primary benefit “It simplifies communication.” This is

followed by a one sentence description of how this will benefit you and a
screenshot of what team communication looks like inside Slack.
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Golden Nugget: Use a social proof testimonial related to the benefit you are
showcasing directly below it. It will convert even higher if you use a headshot of
the real person and a testimonial from a well-known brand name (Slack are doing
this with their Shopify text testimonial).

5. This section is a feature-benefit hybrid. The benefit is that Slack “helps everyone
find the answers they need.” People are able to get this benefit with Slack’s
“archive and search” feature.

Combining these two persuasion elements into one helps Slack get their message streamlined
for shorter, simpler copy.

It also makes people more impressed with this “archive and search” feature...a feature would be
decidedly unsexy and unexciting without the explanation of the benefit.

And of course, this section is followed by another powerful bit of social proof.
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6. Here is another benefit that comes thanks to Slack’s many integrations. No one
likes transitioning to a new software or program, so this is the exact message that
people want to here: the transition will be easy and you can easily tie it into all the
products you already use and love.

7. The last section on the page to filter large enterprise leads to Slack’s Enterprise
page.

8. The landing page’s primary CTA. By highlighting the fact that Slack is free, what
reason would a prospect have to not click the CTA and try it out?

Take note of how there is no mention of Slack’s paid plan on the entire page. The emphasis on
the free plan makes prospects feel like they are NOT being sold to, which in turn gives people
a more favorable impression of Slack overall.

The takeaway: our product landing page doesn’t need to be overly complicated.
Keep it simple (Slack does this with a clear headline, a subhead that addresses a
universal pain point, minimal imagery and lots of whitespace, short descriptions of
features and benefits, lots of social proof, and having prominent CTAs that
emphasize their free offering).
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Tip #10

The “Sticky” App Directory SEO Ranking Strategy That

Works Without Content Marketing

Based on Slack’s organic search results, they have 638 keywords that rank on the first page of
Google, and 345 that rank on the first page of Bing/Yahoo!.

This number of first page ranking keywords is significantly lower than what you find with many
other high-performing SaaS companies. When I analyzed HubSpot here, for example, I found
that they have an impressive 5,905 first page keywords on Google and 10,440 on Bing/Yahoo!.

But there’s a pretty easy answer to this. Unlike HubSpot, who puts a lot of effort into building up
their SEO through content marketing, Slack has adopted different methods.

So while HubSpot will show up for search phrases like “how to use excel” because they wrote
a blog post on the topic, Slack haven’t created any content marketing articles for the express
purpose of SEO and organic traffic.

Instead, a big part of Slack’s organic SEO success comes from Slack’s App Directory landing
pages.

Here’s an overview of some of Slack’s top organic keywords with the highest global monthly
search volume by rank on the first page of Google to give you an idea of how this works:

Global Monthly
Keyword Organic Listing Rank
Search Volume

google drive 6,120,000 https://slack.com/apps/A0F7YS32P-google-drive 7

google calendar 1,830,000 https://slack.com/apps/A0F8149ED-google-calendar 6

windows
201,000 https://slack.com/beta/windows 5

trello
110,000 https://slack.com/apps/A0F814C4R-trello 6

jira 90,500 https://slack.com/apps/A0F7YS3MZ-jira 7

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Global Monthly
Keyword Organic Listing Rank
Search Volume

wunderlist 60,500 https://slack.com/apps/A0F7VRHTN-wunderlist 7

giphy 49,500 https://slack.com/apps/A0F827J2C-giphy 4

pingdom 12,100 https://slack.com/apps/A0F814AV7-pingdom 4

zapier 12,100 https://slack.com/apps/A024R9PQM-zapier 3

todo 8,100 https://slack.com/apps/A0HBTUUPK--todo 5

As you can see here quite obviously, the people who type in these keywords aren’t specifically
searching for Slack. Yet, people who search for these other products often see Slack’s website.

Why?
Well, the first thing to note is that each and every one of these are products that have integration
capabilities with Slack. So, Slack took advantage of this to make sure they often end up on the
first page search results whenever anyone searches a product they integrate with.

To do this, Slack has an individual webpage for each of their integrations. Some are created by
App Directory Partners, while major integrations are often created by Slack themself.

For Slack created integration webpages, each webpage follows the same simple 3-part
sequence for their SEO strategy:

#1. The name of the integration in the webpage’s headline

#2. One sentence explaining what the integration is
#3. One sentence explaining how the integration works with Slack

Here’s an example of what this looks like for the integration Pingdom:
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Added bonus: Take note, the smart folks over at Slack know that having an App Directory is
critical to their long term success. Why? Because the more integrations people add to their
Slack, the more “sticky” they will become as their whole work becomes fully integrated into
Slack.

Slack literally becomes (as their slogan so aptly describes)... “Where work happens.”

The takeaway: If you have the type of product that you can create integrations for,
don’t miss out on the SEO boost you can get from an App Directory. Plus, more
integrations = a “stickier” product.

If you don’t have the type of product that you can create an app directory for, don’t
miss out on the chance to make your product “stickier.” Find ways to partner with
other complementary products and services your customers already use.

Not only will this help you tie your product tighter to your customer’s lives, but you
can also create your own little SEO boost by showcasing these partnerships on
individual landing pages.
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Tip #11

The Viral Invite Loop That Generated 4 Million Daily

Active Users In 4 Years

Slack is a champ at getting free advertising out of its users (their Twitter “wall of love” is a perfect
example).

Another way they do this is through their viral invite loop. The viral invite loop is a powerful
growth strategy that encourages others to share your app or product.

Here’s how it works:

1. User signs up
2. % of those users invite their friends (or in Slack’s case, other team members)
3. % of those friends/team members become new sign ups
385 CHAPTER 7
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The most important thing here is to make it very easy for people to invite others. Slack does this
by asking new users to invite people when they first sign up:

Reminding people to invite other users during the first onboarding tutorial:

And reminding you again through emails:

Once you install Slack it’s natural that you’re going to need team
mates to communicate with.

This helps add more and more daily active users to the Slack
platform.

This is a common strategy for social platforms (like Snapchat) which

become more valuable with the more friends you have:
386 CHAPTER 7
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Slack and Snapchat aren’t that difficult to get people to share because you can use them
together with your coworkers and friends.

But if you don’t have a product that seems natural to share, you have to give users an extra
reason to do so. This is what Booking does.

They give users (and the person the user invites) a $25 bonus for new sign ups. This obviously
gives people a pretty good reason to share Booking with their network.

The takeaway: Make it easy for customers to share your app or product and make
sure you give them a reason to do so. This could be so customers can interact with
their invitees on the platform (which is what Slack and Snapchat do).

If that doesn’t make sense for your product, give customers another reason to
share your product (which Booking does by offering a cash bonus).
387 CHAPTER 7
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Tip #12

The Reverse Pricing Model You Can Use To Make Your

Customers Say “Wow” On Social Media

One thing Slack is well-known for (and

something that impressed me as soon
as I heard about it) is their innovative
“fair billing policy.”

In simple terms, here’s how their policy

works: if a Slack user stops using the
software for 14 days, Slack will give you
your money back through prorated
credit.

Slack’s Head of Customer Success explained this himself at the very end of this panel at
SaaStock London (29:25 to 30:40).

Of course, this gives Slack users just another reason to love the app (and that’s the kind of love
you need if you want word-of-mouth growth).
388 CHAPTER 7
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But there’s an added bonus to using this unique billing policy. As a user consumption model, it
forces Slack’s growth to correlate with their customers growth. Otherwise, this happens:

Above is a screenshot of the email Slack send you when you get credit back.

Sales people can’t just sell an account and then move on.

For this reason, Slack MUST make sure their product is the best it can be and fully integrated
into their users’ day-to-day work… or they won’t get paid.

As of today, this type of “fair billing policy” isn’t very widespread nor has it been adopted by any
of the big names in SaaS besides Slack (for now, at least).

But I was able to find a few SaaS companies bold enough to treat their customers like humans
and only make them pay for active users (kudos to these guys for embracing the SaaS pricing
model of the future before everyone else catches on):

Auth0:
389 CHAPTER 7
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SweetProcess:

Expensify:

Most enterprise software pricing is designed to charge you per user regardless of how many
people on your team are actively using the software (for example, if you buy 1,000 seats but only
use 100, you still get charged for 1,000).

Slack’s pricing model is 100% counterintuitive to that model.

Yet, Slack wouldn’t be using this policy if it didn’t work.

And before long, this will be the pricing strategy for all SaaS companies who are truly focused
on customer success.

The takeaway: If you’re in SaaS and think this “fair billing policy” could work for
you, give it a shot and see what happens. If you’re not in SaaS or aren’t ready to try
out this policy, find another way to make your pricing system transparent and
customer-centric.
390 CHAPTER 7
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Tip #13

How Slack Converts 30% Of Their Free Users To Paid

Users

Here’s the final piece of the puzzle.

Sure, Slack could be using all of the tips
above to get free sign-ups… but what’s
to guarantee these become paying
users later on?

Of Slack’s 4+ million active users, 1.25+ million are paid users.

The first thing to look at is the layout of Slack’s freemium model.

As you can see, Slack’s “free” plan

still comes with a bunch of good
benefits and is perfectly usable on
its own.

So, to see how Slack really won

over those paid users, I signed up
for a free account to see how
they’d try to convert me. Here are
the 2 big things that jumped out
during my experiment:

1. Slack has an excellent

onboarding process
2. Slack isn’t salesy in the
slightest
391 CHAPTER 7
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Let’s analyze the first item: Slack’s excellent onboarding process.

Part of what holds other companies back from converting their freemium users is that these
customers often don’t completely understand how to use the product or they don’t truly realize
all the product’s benefits and applications.

But Slack has an extra challenge in overcoming this. Slack isn’t a product that’s sold to a single
person - but one sold to a team. Which means they have a lot of people to convince.

Above is a screenshot of Slack responding to a Medium comment as an “extension” of their

customer onboarding.

And one of the best ways to convince people is by creating a super smooth (and easy)
onboarding process for users. They do this not only to make things easier for individual users,
but also so those individual users can help get their entire team on board.

Here is a quick example. As part of Slack’s onboarding process, all new users who login for the
first time are instantly taken through a tutorial.
392 CHAPTER 7
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Slack’s Help Center is also very well laid-out, showing new customers exactly what steps they
need to take next.

Plus, they also have a ton of helpful info on their YouTube channel and in their Medium
publication.

In other words, they make sure users understand 100% how to use Slack, as well as how all its
features and benefits work.

Now onto the second item: Slack’s non-salesy sales process.

When I went through the process of a free sign-up, here’s what I discovered: I never, at any
point, actually felt like I was being “sold to.”

First of all, if we look at Slack’s homepage again, you won’t even find an option to sign up for the
paid plan.

And after clicking that blue “Get Started” button, you are automatically taken through the
process to become a free user… without encountering a single message about the paid plan the
entire time.
393 CHAPTER 7
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When you look through their website, you’ll also notice they don’t have any sort of process in
place for gathering full lead data or contact info.

After I signed up, I kept waiting for some sort of email autoresponder campaign aimed at getting
me to convert to a paid user. But yet… there was nothing.

Not a single email was sent to me with a mention of upgrading to the paid plan.

Instead of pushing customers towards the paid plan, Slack set usage limits after a high level of
user consumption has taken place. Limits like this:

Chat history that stops after 10k messages

File storage that stops after 5GB
App integrations that stop after 10 apps

This lets the customer decide when they are ready for the paid plan.

This keeps Slack ultra-accountable for providing awesome onboarding and a comfortable
user experience to not only get them to sign up for the paid plan, but keep as many active
users as possible.

Is Slack missing out on conversions by not trying to upsell it’s free users? Maybe. Though it’s
obviously not bothering them enough to change it.

But the proof is in the data: Slack have a product that people can’t stop talking about and have
converted 1.25M+ of their 4M+ users into paid users.

So for now, at least, Slack will remain true to their “not a salesperson” voice.

The takeaway: You can nail your free to paid conversion rate like Slack does by
giving users a fully functional freemium product and creating a high converting
onboarding process to help push customers toward the paid conversion.
394 CHAPTER 7
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13 Key Takeaways From Slack’s Billion-Dollar Success

Slack have some pretty atypical brand marketing techniques that have turned them into an
impressive SaaS powerhouse.
Here are the 13 key takeaways:

1. You can’t just launch your product and cross your fingers that people actually buy.
Instead, set your product up for success by following Slack’s 4-step launch
formula: convince everyone you know to try your product and give feedback, find
your “hook,” invite people to try your “preview release” and then launch to the
public.

2. Use a different strategy for each social media platform. Slack uses Facebook to
update fans, Youtube to drive customer acquisition with professionally produced
videos (don’t forget about using that curiosity gap!) and Twitter to drive viral
awareness with 24/7 customer support.

3. Immerse yourself in the podcast world by sponsoring podcasts your potential

audience members are listening to or by creating your own (use this as a chance
to make your company “known” for something).

4. Don’t miss out on the power of review websites (like Slack did with G2 Crowd) to
level up your short tail keyword SEO strategy. Encourage happy customers to
leave you reviews through email campaigns and pop-ups that promise them some
type of bonus.

5. Find a well-known product or service that your customers are using and
piggyback off their success by integrating with them. Slack did this by partnering
with GitHub and Trello.

6. If you launch a Medium publication, sign-up through your company’s Twitter or

Facebook to grow your Medium following instantly.

7. There are certain types of articles that perform best on Medium and have helped
Slack skyrocket to success on the platform. The 4 types of posts Slack use are:
product updates, product tutorials, practical workplace tips and personal
stories. Make sure you adjust your CTAs (like Slack do) to match each type of
article.

8. If you target your PPC ads to a wide audience, identify the short-tail keywords
that have universal appeal. Then, set up an effective landing page to match.
395 CHAPTER 7
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9. Don’t make your product landing page more complicated than it needs to be.
Only include the info your prospects need to opt-in - nothing more, nothing less.

10. Boost your SEO with an app directory (if it makes sense for your product) or try
to make your product as “sticky” as possible for your customers by partnering
with complementary products your customers are already using.

11. Turn your customers into promoters for your product by setting up a viral invite
loop.

12. If you can create a pricing system that doesn’t make customers feel like they’re
getting screwed over, they’ll love you for it (Slack does this with their “fair billing
policy”).

13. Getting your customers to convert from free to paid users is tricky. Get a jump on
your free to paid conversions by doing what Slack do - give users a fully
functional freemium product and create a straightforward onboarding process.

Slack get 100,000,000 website visitors every month. That’s more than Salesforce, HubSpot,
Intercom, Zendesk, Mailchimp, Shopify and every other software company in the world.

But it’s not all about that.

Slack are a role model for what it takes to build a software product loved by both small
businesses and fortune 100 companies alike.

The secret to marketing is…. build a great product.

 CHAPTER 8: INTERCOM CASE STUDY

HOW INTERCOM GENERATES

$50 MILLION
ANNUAL RECURRING REVENUE

Sumo.com Growth Study

Peek inside Intercom's multi-million dollar
marketing strategy
397 CHAPTER 8
INTERCOM CASE STUDY

Intercom is a quietly MASSIVE hit:

� 17,000+ paying customers

� $50+ million in annual recurring revenue (ARR)
� Investments from the “who’s who” of investors (including Mark Zuckerberg, Jason Fried, and
Jack Dorsey)

Today, I’m going to show you exactly how Intercom has grown from $0 to $50 million — and
how you can use the same principles in your own business.

Intercom has grown to $50 million annual recurring revenue (ARR) faster than other “big-name”
SaaS startups — including Shopify, New Relic, HubSpot, Zendesk, RingCentral, and Atlassian.

To put Intercom’s success into even crazier perspective, the only SaaS in history to grow faster
is Slack.

Best of all, Intercom has grown — and continues to grow — WITHOUT spending insane amounts
of money on advertising or marketing.

This means you can do it for your business, too.

Here’s how Intercom gets most of their web traffic:

398 CHAPTER 8
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With an amazing blog, a select group of targeted paid keywords, and an advanced referral traffic
strategy, it makes sense they have a very high amount of direct traffic.

Beyond direct traffic, Intercom gets the most traffic from search and referral.

To increase your own direct, search, and referral traffic, here are 10 growth marketing ideas you
can apply in your business.
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Tip #1

The Biggest Viral Marketing Hack You’ve Never Seen:

“Powered By” Plus Dynamic Keyword Insertion

Here’s a look at Intercom’s top referring sites.

The number one referrer is from the Intercom app itself – most likely coming from the free trial
or paying customers logged in to the app.

The other referrers are where it gets more interesting because of Intercom’s incredible
“powered by” tactic. Let’s look at the 2nd referrer as an example.

First, we head to the Atlantic Global Asset Management page. Notice the personalized live chat
box in the bottom right corner.
400 CHAPTER 8
INTERCOM CASE STUDY

If I click the chat box, I’ll find an unobtrusive little message stating “We run on Intercom.”

If I’m curious and want to learn more, I can click and I’ll be taken to a dedicated landing page
Intercom has set up for people who come from the Atlantic Global Asset Management website.

This is what the landing page looks like (pay close attention to the headline):
401 CHAPTER 8
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Golden Nugget: If you are just asking for an email address on your landing page like
Intercom, you can use a lead enrichment tool to give your sales team more data on
name, company, title, number of employees, etc so you can determine if the lead is
qualified for your sales development team.

Click here to reveal the lead enrichment tool Intercom uses.

The team at Intercom uses dynamic keyword insertion from the company that prospects just
came from in the landing page headline to personalize the landing page experience for visitors
based on the referring company.

They set this up by using a custom URL parameter. Here’s what the custom URL for the Atlantic
Global Asset Management landing page looks like:
402 CHAPTER 8
INTERCOM CASE STUDY

You’ll notice Intercom is using a “company” parameter in their referral URL.

Intercom combines the “powered by” tactic with dynamic keyword insertion in the headline to
increase conversions from their referral traffic.

Instinctually, people are more likely to trust a new product if they get a recommendation from a
company they are already familiar with.

Knowing this, Intercom made sure customers understood the connection they already had with
Atlantic Global Asset Management as a way to increase customer confidence in their product
and convert more visitors.

The takeaway: Identify marketing channels that are already working for you right now
and look for ways to growth hack them to a whole new level (Intercom did this by
growth hacking their “powered by” landing pages with dynamic keyword insertion in
the headline using a custom URL parameter).
403 CHAPTER 8
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Tip #2

Competitor Traffic Strategy: Steal Your Competitors’

Traffic With “Alternative” Landing Pages

There is a website traffic loophole you can use to steal your competitors customers and traffic.
Here's how Intercom is using it:

Drift (one of Intercom’s competitors) is on Intercom’s list of top 5 paid keywords.

Intercom has done enough research to know the type of people searching for Drift have certain
needs. And Intercom can “intercept” those searchers and appeal directly to those needs to turn
these people into customers.
404 CHAPTER 8
INTERCOM CASE STUDY

Here’s the paid ad Intercom uses to direct Drift branded traffic back to their website:

And they don’t just stop at Drift. They go after other major competitors traffic as well, like Olark:

Specifically, Intercom sends people to their Live Chat landing page for Drift branded keyword traffic.

Golden Nugget: Take note of how Intercom uses their own Live Chat feature to call-out
2 of their biggest competitors. They then link to “Olark Alternative” and “Zopim
Alternative” landing pages to convince people to make the switch the Intercom.

Here is what the Olark Alternative landing page looks like (Intercom link to this page directly in
their Olark paid search ad):
405 CHAPTER 8
INTERCOM CASE STUDY

They dig deep into the key pain points of using Olark over Intercom and show why Intercom are
better by using screenshots of the products side-by-side with social proof showing why big
companies choose Intercom.
406 CHAPTER 8
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But Intercom’s competition isn’t just standing by and watching. When you look at Drift’s top paid
keywords, you can see that three of them are Intercom-based:

They’re following a similar strategy to try and get people to switch from Intercom to Drift — but
they’re taking it to a whole new level with their “Intercom Alternative” landing page and chat
widget combination.
407 CHAPTER 8
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The Drift team is using this personalized landing page to try and convert Intercom customers
into Drift customers.

Below is an example of one section on this landing page:

Golden Nugget: Take note of how Drift uses question-based copy to tie into each of
their unique selling points to try and convince people to switch from Intercom to Drift.
It’s a super-compelling way to differentiate their product from their bigshot competitor.

Creating a landing page like this yourself will make you do some serious digging into what really
makes your company and product stand out from your competition (which is something you
should probably being doing anyway).

They even use their chat widget to link to a case study (during the first time you visit the page)
on their blog about why 15Five switched from Intercom to Drift. Here’s what it looks like:
408 CHAPTER 8
INTERCOM CASE STUDY

If you’re trying to compete against a major competitor, this is your David vs. Goliath opportunity
to take them down using highly relevant, targeted marketing.

Bidding on competitors’ keywords isn’t cheap, especially when your competitors are bidding on
their own branded keywords (like Intercom).

But if you put together a landing page for those keywords with a convincing USP that can solve
your customers’ problems better than your competitors can, the payoff may just be worth it
(which I bet it is for Intercom and Drift).

The takeaway: Be aware of big competitors that have a product offering that’s similar
to your own, and work to counter it by showing customers what makes your product
better (Intercom do it by creating a customized “Olark Alternative” landing page for
PPC traffic to steal traffic and customers from Olark. It’s also a tactic Drift uses to get
traffic from Intercom branded keywords, by sending Intercom branded keyword traffic
to a dedicated “Intercom Alternative” landing page).
409 CHAPTER 8
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Tip #3

Simple SEO Growth Strategy: Focus On Google

Keywords That Will Bring You The Highest Number Of
Qualified Leads Using “The Core Problem Framework”

409 of Intercom’s 29,230 keywords on Google rank as first page results.

To give you some perspective, only 8% of HubSpot’s keywords rank on the first page of Google,
compared to Intercom’s 18%.

While the raw number of total organic keywords (409) may be on the low side, every keyword
that ranks on the first page has one common theme:

The keyword’s related content solves one core problem.

This has allowed Intercom to achieve 2 specific goals:

1. Build a trusted brand authority website

2. Focus on Google keywords that will bring them the highest number of qualified leads

It’s a clever little strategy that follows what I like to call “The Core Problem Framework.”

Basically, it’s about writing articles on topics based on core problems your customer persona
faces (instead of just writing articles to rank for a keyword).

To see what a mean, here’s a summary of some of Intercom’s top organic keywords, ranked by
keywords on the first page of Google with the highest average global monthly search volume:

Global Monthly
Keyword Organic Listing Rank
Search Volume
Intercom 165,000 Intercom Home Page 1
Product Q&A: What does a product
33,100 8
manager manager do?
Customer
5,400 Making sense of customer feedback 10
feedback
Jobs to be done 5,400 Designing features using Job Stories 10
410 CHAPTER 8
INTERCOM CASE STUDY

Picking a pricing strategy for your

Pricing models 4,400 3
product
User
1,900 Strategies for onboarding new users 9
onboarding

Website chat 1,600 Intercom “Live Chat” Product Page 8

User Ways to increase customer

1,000 1
engagement engagement
Customer The 5 customer support metrics
590 6
service metrics that matter

Intercom didn’t get these rankings by keyword-stuffing articles.

They got them by writing articles solving real problems their target customers face every day
(customer feedback, user onboarding, pricing models, user engagement, etc.).

It’s what SEO experts call “Semantic SEO.”

In other words, creating articles that answers a question or search phrase so even when the
article doesn't contain an exact match of the keyword, Google’s search algorithm is smart
enough to interpret a searcher’s intent and show it to the user.

The takeaway: With artificial intelligence in search evolving beyond keywords, using
the “The Core Problem Framework” is a great long-term white hat SEO strategy that
is proven to work (Intercom do it by writing one piece of content to solve one core
problem their customers have in their day-to-day job).
411 CHAPTER 8
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Tip #4

New, Brand-Building Content Strategy: Write

Original, Thought-Provoking Branded Content To
Get THOUSANDS of Shares Using “The Proven
Topic Framework”

You may think that all of Intercom’s organic traffic just comes from their high ranking Google
keywords in the last section, but that is not the case. Those “Semantic SEO” optimized articles
are just one part of Intercom’s overall brand-building content strategy.

Intercom’s content strategy also includes original, thought-provoking branded content pieces
that get thousands of shares...even though you won’t find them ranking anywhere on the 1st
page of Google.

These original, branded content pieces are at the core of Intercom’s marketing and customer
acquisition strategy.

Here is what Des Traynor (co-founder of Intercom) said on September 9, 2011 on Hacker News,
in response to the question “Ask HN: How do you promote your web apps?”

Intercom’s content team has been blogging for close to 6 years to build their branded content,
starting when Des Traynor posted their first article “Recent new features in Intercom” on
October 6, 2011 (98 days after Intercom launched).

The branded content on their blog has helped the product rapidly grow, so it’s worth taking a
look at what they are doing to get so much engagement.
412 CHAPTER 8
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Luckily, an article on Intercom’s blog titled “How do you decide what to write?” by Intercom
managing editor John Collins outlines 5 tactics Intercom uses to create highly-shareable
articles:

1. Recycle content
2. Expose your data
3. Share your work
4. Move the conversation on
5. Read widely

Here are Intercom’s top blog posts based on social engagement:

These top articles are based on one of the 5 tactics outlined above, so let’s breakdown how
each of these individual posts have become so popular...

1. Browser, not apps, are the future of mobile

This is Intercom’s most popular article. It draws inspiration from a 2014 article with 4,700 shares
on qz.com titled “Most smartphone users download zero apps per month.”

By drawing inspiration from that widely-shared article and adding to the discussion, Intercom’s
own article went viral on Hacker News with 185 comments:
413 CHAPTER 8
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Coming up with content topics like this comes from John’s tactic #5: reading widely. Reading
widely in areas beyond “your world” will give ideas and inspiration for unique content that you
might have missed otherwise.

2. People leave managers, not companies

This is Intercom’s second most popular article. It was published on March 7, 2017. But
interestingly enough, there was a post on exactly the same topic that went viral and made it to
#1 on Hacker News over 4 years ago on February 7th, 2013:

As with the article above, Intercom leveraged the popularity of this #1 Hacker News post from
over 4 years ago, using it to draw inspiration and add to the debate.

Instead of leading with a story like the old Hacker News #1 article did, Intercom lead with
data-backed evidence from a recent study to “move the conversation on.”

This smart “Move the conversation on” content tactic is tip #4 above. In other words, research
the most shared content in the history of your industry, and write something that tosses your hat
(and ideas) into the ring.

But as John puts it, “don’t waste your potential customers’ time by simply rehashing old
arguments. Remember the idea is to produce something evergreen that has value for longer
than a week.”

3. Supporting our Muslim sisters and brothers in tech

Intercom’s third most popular article is a direct response offer to help Muslims in the tech
community relocate to Dublin (providing free relocation advice, a job opportunity in a Dublin
tech company, legal bills up to €5k and an Intercom buddy program to explore Dublin).

This article doesn’t exactly fit into one of the 5 tactics above, but it does fit into a 6th content
tactic that I often see Intecom doing: Don’t hide your company’s voice and vision just because
it’s a little controversial.
414 CHAPTER 8
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The article above is a personal and heartfelt blog post from Intercom co-founder Eoghan
McCabe.

Eoghan and Intercom don’t shy away from controversy if there’s something they truly believe in.

This article was so widely shared because of the amazing offer Intercom made giving back, and
expecting nothing in return. And as you can see, it also perfectly aligns with Intercom’s original
vision, marketing strategy, and current solutions that are all based on one emphasis: Real,
human connection.

4. Vanity metrics, the future, and 100,000 “thank yous”

Intercom’s fourth most popular article became so popular because it was their first public
update from co-founder Eoghan McCabe on Intercom’s growth since their last 4 rounds of
funding 13 months ago.
415 CHAPTER 8
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In the post, Eoghan reveals Intercom’s number of monthly active users, in-app conversations,
revenue growth for the past 5 years, profitability and plans for future growth.

This “Expose your data” article is content tactic #2. People love a good success story (especially
one backed by hard data - a bit like this growth study is)... so if you’ve got it, flaunt it ;)

The takeaway: There are many different ways to make your content go viral. Pick a
content marketing idea from the 5 tactics in Intercom’s “Proven Topic Framework” and
write your own original, thought-provoking piece of branded content.

P.S: Still stuck on what to write? Then check out our Sumo-sized data study analyzing
the highest trafficked content based on 175,000,000 visitors to find out what type of
blog posts get noticed.
416 CHAPTER 8
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Tip #5

The Most Unusual Method For Converting Content Into

New Product Signups: “The Next Step CTA Method”

There are 2 elements that are uniform across all of Intercom’s blog posts:

1. An author caricature. Keeping in-line with Intercom’s emphasis on real, human connection,
you’ll find a small caricature of the author at the top of each and every post.
2. A big, bold statement at the top of the page. All of Intercom’s blog posts begin with big, bold
statements that capture the reader’s attention and gives them a hint as to what they’ll find if
they keep reading.

But arguably, one of the most interesting and unique aspects of Intercom’s blog posts is that the
final calls-to-action are very irregular.

At the end of a blog post for your average website, you can almost guarantee you’ll be
bombarded with an annoying, brightly colored email sign-up box or sales push.

That’s not the case with Intercom.

While some of Intercom’s articles do offer the expected lead magnet, the others vary quite a bit.
See below:
417 CHAPTER 8
INTERCOM CASE STUDY

Here’s a quick breakdown of the CTAs from the image above:

� CTA 1: Free book download (Intercom on Product Management) in exchange for giving your
email address
� CTA 2: Free book download (Intercom on Customer Support) in exchange for giving your
email address
� CTA 3: Downloadable “cheat sheet” (Research Message Cheat Sheet) that readers can
download without giving any contact info. This is an unusual tactic as it gives Intercom no
way to continue nurturing these leads in the future.
� CTA 4: A post conspicuously absent of any type of call-to-action at all

Occasionally, I came across a CTA asking readers to join the free newsletter.
418 CHAPTER 8
INTERCOM CASE STUDY

Of all the CTAs I saw on Intercom’s blog, the ones broadcasting the newsletter were the biggest
and boldest (though compared to what you usually find on other websites, it really was neither
big nor bold).

Even the weekly newsletter itself lacks any sort of the usual CTAs you would expect to see.

The lack of CTAs is likely a reflection of Intercom’s vision. As opposed to focusing on

keyword-stuffed, lead generation obsessed articles, many articles operate from a foundation of
strong, personal, genuine communication (just like we saw with our 5 “what to write” tactics
above).

In some ways, perhaps creating articles without strong CTAs, annoying pop-ups, or aggressive
“marketing speak” is one of Intercom’s ways of showing its customers that it hasn’t given up on
its original vision of authentic connection.

In other words, this could be a beneficial way to strengthen customer trust and improve
perception of the company as a whole.

The takeaway: Think about what the most logical next step is for someone to take
after reading your content piece and use that as your CTA. Maybe it’s to leave off the
CTA entirely like Intercom sometimes does….or is it to download your book, download
a cheat sheet, sign-up for your newsletter or something else?
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Tip #6

Follow Intercom’s Simple Offsite Content Strategy To

Get All Your Content Seen By A New Audience

To increase the traffic, reach and engagement for each of their blog posts, Intercom set up a
Medium publication called Inside Intercom.

The “Inside Intercom” branding matches the branding of their blog.

They launched their Medium publication on July 3, 2014 and use Medium as a platform to
re-post their articles from their blog.

Interestingly, Intercom doesn’t just re-post to their Medium publication right after a blog post is
published. They wait 2-11 months before re-posting their original piece of content from the blog.

Here are the top 5 Medium posts (based on Medium recommends) with their publish dates on
the Inside Intercom blog vs. Inside Intercom Medium publication:

Blog Medium
Article Medium Claps
Publish Date Publish Date
The dribbblisation of design 4.8k 2013.09.18 2014.08.18

Why mobile first is outdated 1.3k 2015.05.13 2016.01.29

The end of app stores as we know them 985 2016.01.27 2016.04.15

Messaging is just getting started 896 2015.05.27 2015.04.03

Has visual design fallen flat? 730 2015.01.19 2015.04.03

As you might have noticed, their most recommended articles on Medium are not the same as
their most shared blog posts on their main website’s blog.

I found the exact same findings when I researched HubSpot’s Medium strategy.

HubSpot found that their “optimized for search” blog content wasn’t generating many views on
Medium. Instead they found “optimizing for people” with opinion pieces, personal accounts and
reaction posts had the best performance on Medium.
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Just like in the blog post CTA tip above, Intercom matches their Medium CTAs to the logical next
steps. But in this case, they usually give people several CTA options to further engage with their
brand.

The most common Intercom Medium articles have four different CTA links:

CTA #1: Author’s Twitter profile

CTA #2: Intercom blog (and a note saying that this Medium article first appeared on said blog)

CTA #3: Intercom product page for a specific, relevant product (based on the article’s topic)

CTA #4: 3 other relevant articles on Intercom’s blog

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You may be wondering if reposting your blog content on Medium will cause duplicate content
issues for your SEO. Usually, putting the same content in two places (like Intercom’s blog and
then again on their Medium publication) is thought to be a big SEO no-no.

But Medium actually has an “Import” feature which allows you to import a blog post from your
blog and it will attribute the canonical URL (the “preferred” version of a web page you want to
rank for SEO) back to your original post.

You just need to indicate that you want your blog post on your website to be the preferred URL
with the rel="canonical" link element in the header section of your page.

Here is what that code looks like on this article you're reading right now:
<link rel="canonical" href="https://sumo.com/stories/intercom-marketing" />

Then, you make sure wherever you re-post the piece of content that there is a link back to the
original article.

Here is what Hugh “Taco” Durkin (Senior Product Manager at Intercom and the guy who wrote
Intercom’s most shared article of all-time) had to say after he saw the first version of this article:
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The tl;dr version of Hugh’s comment:

� It’s important to have a mix of “controversial” posts (which can give you a lot of momentum
and generate top-of-funnel sign ups) as well as more specific “niche” posts (which are more
likely to get people to take action and try your product)
� You can partner up with other Medium publications to distribute what you’ve written
even more
� You’ll probably hit the majority of your Medium recommends within 2 weeks of publishing
� Link back from Medium to the original post
� For brand new blogs, re-posting your articles on Medium after 2 weeks can do well
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Thanks for stopping by, Hugh!

Just one last thing to keep in mind. What works well with one platform (like your blog), might not
perform as well on another platform (like Medium, LinkedIn, social media, etc).

In Intercom’s case, they found that articles with unique and controversial viewpoints generally
perform better on the Medium platform (as you can see from Intercom’s blog vs Medium data).

The takeaway: Look for other media platforms where your target audience hang out
and re-purpose your content for that platform. Intercom do it with their blog content
on Medium.

Tip #10 on my Tony Robbins Sumo Growth Study will give you a few more ideas on
how you can re-purpose your content.
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Tip #7

Ultra-Granular Paid Search Strategy: Focus On High

Buy Intent Keywords If You Want To Be Successful
Without A Big Ad Budget

Of the 2,000 PPC keywords Intercom is bidding on, here are its top 5 highest performing ads:

The ads vary by directing visitors to different landing pages depending on a search term. The
variance in ads allows each of Intercom’s solutions to get exposure.

Here’s the entire paid search funnel for the second ad “The Autoresponder Tool”:
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This is how it breaks down:

1. One keyword (autoresponder keyword)

2. One ad relevant to that keyword (autoresponder ad)
3. One landing page relevant to that ad (customer engagement solution landing page that talks
about Intercom’s autoresponder functionality)

After scrolling past the top performers, the focus seems to be on paid ads targeting the live-chat
tool – most likely because this is a search term that has proven to do extra well.

On that note, here is a table of Intercom’s 4 main active paid search funnels along with the 4
landing pages they drive traffic to:

Type of Keyword Type of PPC Ad Landing Page

Unbranded Customer Customer Engagement Ad Onboarding & Retention

Engagement Keywords Solution Free Trial Offer

Unbranded Live Chat Live Chat Ad Live Chat Solution Free Trial
Keywords Offer

Unbranded Customer Customer Support Ad Customer Support Solution

Support Keywords Free Trial Offer

Unbranded Alternative “X Alternative” Tool Ad “Olark Alternative” Free

Keywords Trial Offer

The majority of Intercom’s PPC keywords were first seen at the end of 2016.

This suggests it’s only recently Intercom has been ramping up its paid marketing strategy
(probably because their content and word-of-mouth marketing has been so effective).
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It also looks like Intercom is investing in retargeting ads. Recently, this ad popped up on my
Facebook News Feed:
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To really grab the attention of casual Facebook browsers, the ad double-mentions the free trial
— Something the Google ads above don’t.

The takeaway: PPC traffic works best when you go ultra-granular with 1 Keyword > 1
Ad > 1 Landing Page. It’s a strategy I see more and more SaaS companies like Intercom
using to increase qualified leads as they dial in their PPC campaigns.
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Tip #8

Advanced Landing Page Strategy: Convert Your Traffic

Into Customers By Matching Your Landing Page With
One Of The 5 Levels of Market Awareness

Intercom has three main landing pages, one for each of their three core solutions.

But the long-form copy solution pages you can see on Intercom’s website are NOT the same
landing pages they use for their paid ads. They use short-form copy solution pages for their paid
marketing campaigns.

Here’s the above-the-fold section for Intercom’s Onboarding & Retention solution “Engage”.

There’s a lot happening just on this one above-the-fold section, so let’s break it down with the
first 3 parts:

1. The headline emphasizes the promise of something all businesses strive for (good
communication)
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2. The sub-headline gives some specifics as to the type of messages Intercom can help with
(email, in-app and push messages) and hooks readers with the prospect of better sales
conversions (“drive people towards a common goal by sending messages based on
behaviour”)
3. Here’s an easy-to-spot and easy-to-use CTA which makes it hard to say “no”: You know it’s
free and all you have to do is put in your email

And now onto 3 more parts of this above-the-fold section:

4. In case visitors want to know a bit more, they have a secondary CTA below the main CTA to
speak to a representative via live chat (the same type of live chat that they, hypothetically,
could add to their very own website should they choose to work with Intercom)
5. Visitors can watch a short, simplified animated explainer video that will give a visually
appealing overview of how the product works and what customers can expect
6. Visitors also have the option to check out a second video that highlights the product working
in action

If visitors want to know more, they can continue scrolling to read through the features in part #7.
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You may be thinking right now… why are they talking all about features and not benefits? Isn’t
using benefit-driven copy marketing 101?

Well, yes and no.

Intercom understands people in their market already have a very high level of market
awareness about products their solution is replacing. They’re what legendary copywriter
Eugene Schwartz calls “Most Aware.”
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When you’re marketing to customers in the “Most Aware” stage, you either need to differentiate
yourself on product or price.

Intercom differentiates by telling people about their unique features. This lets potential
buyers know how Intercom is different from standard marketing automation, CRM, live chat and
help desk tools.

Intercom mentions some of the more surprising features that customers might not expect (for
example, in-app messages).

This section also uses catchy sales language that the visitors want to hear like “lead”, “drive
them towards a goal,” “target your customers” and “live goal conversions.”

Once people know what Intercom’s Onboarding & Retention solution is and how it can help
them, a final scroll offers some social proof and tells them what to do next:
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8. Personal testimonial from a VP at a big-name company. It’s been well-established that

headshots with short testimonials near CTA buttons and lead forms promote increased
conversions
9. Final CTA that’s clear and easy-to-follow
10. Fine print under the email field tackles any last-minute doubts visitors have… making it highly
likely that they will at least succumb to testing out the free 14-day trial.

All three of Intercom’s solutions have a very similar landing page layout by covering the very
same sections numbered 1-10.

The takeaway: Match your landing page copy with the level of market awareness for
your product in your market to convert more of your traffic into customers (Intercom
do it by telling people in the “Most Aware” level of market awareness about their
unique features to differentiate themselves from ordinary live chat, onboarding and
messaging software).
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Tip #9

The “Starter Kit” Lead Gen Offer That Will Make Your
Website Visitors Dribble All Over Their Keyboards

Most customers are sick of having to give their emails for everything. eBooks, bonus PDFs, free
video courses - you name it, and you probably give have to give your email to get it.

Which means if you actually want to gather lead contact info, you have to create something so
enticing and valuable that prospects won’t just roll their eyes and “X” out of your page as soon
as they see an “enter your email” field.

Intercom has done this by creating 3 “starter kits” that revolve around topics their audience are
definitely interested in: onboarding, nurturing and messaging.

The starter kits are in-depth, well-organized guides that are useful for nearly any business
(seriously, what business isn’t interested in nurturing or improving their messaging?).

Of course, it’s not just enough to create a lead gen that people actually want to give their emails
for - you have to find a way to promote it to capture the most amount of emails possible.

Intercom does this by sharing on their social media networks and through their Medium
publication.
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Here are some of their Twitter posts about it:

Tweets have short lifespans, so Intercom don’t just post one time and be done with it...they post
several times over a week and then repost it again every few weeks with a different angle.

Intercom are also experimenting with different messaging (problem-based vs desire-based and
image vs no image). Here is a tweet where they promoted a new starter kit using an image:
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Golden Nugget: Take note of how Intercom are using an “inter.com” branded short
domain in their Tweets. This is a tactic Intercom are using to track how many clicks
each of their different tweets get.

Click here to reveal the branded short domain tool Intercom uses.

Intercom also promote the starter kits on their Medium publication with 3 different types of
articles.

Article Type #1: The Overtly Promotional

From the title alone, Intercom makes it obvious that this article is promoting the starter kit and
the entire article breaks down what you’ll learn from it.

Article Type #2: The Covertly Promotional

The title of this article doesn’t make it obvious that the article is promoting the starter kit (it just
sounds like a typical how-to style blog post about onboarding):
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But the body of the article quickly transitions into a promotional angle by opening up with
pain-based copy and then offering The Onboarding Starter Kit as a content upgrade:

The rest of the article gives some screenshots of what people will find inside the starter kit:
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And closes with a CTA asking people to take a look:

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This particular article actually directs people straight to the starter kit (without asking for their
email), but you could consider making this gated for your own business.

Article Type #3: The Info-Based Non-Promotional

The final type of article isn’t actually promotional at all - you won’t find any mention of the starter
kit until the very final CTA.

But it is still a great way to attract the right audience. As you can see by the title, this will grab
the attention of the exact type of people who will be interested in the starter kit (as both the
starter kit as well as the article are about messaging):

The article then continues as a purely information, tip-based article that gives prospects value.

But at the end, the final CTA invites prospects to continue their messaging “research” by opting
in for the complete messaging starter kit:
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The takeaway: Find what your prospects are interested in, then create and promote a
super enticing lead gen offer that they can’t say “no” to (Intercom do it by creating
Starter Kits and promoting them across their Twitter, Medium and Blog).
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Tip #10

Use The JTBD Framework To Create A Hockey Stick

Growth Go-To-Market Strategy

Jobs-To-Be-Done (JTBD) is the framework Intercom used to inform their entire go-to-market
strategy and 5X their qualified traffic from 35k/mo uniques to 220k/mo uniques in 1.5 years at
the start of their business.

JTBD is based on this principle: customers come from a variety of backgrounds, industries and
verticals, but their one commonality is their motivation, the Job-to-be-Done.

Here is what a traditional persona-based marketing profile looks like:

Rather than focusing on customer attributes, with JTBD you focus on what your customers
actually need. In the persona-based example above, the Jobs-To-Be-Done of the customer are:

� I want to get more customers

� I want to impress senior management
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� I want to know which marketing channel to invest in

� I want to make my boss happy

Intercom feels so strongly about the methodology and it’s worked so well for them that they’ve
created an entire free eBook about it.

They also have numerous blog posts and talks about it (like the one below by Matt Hodges,
Intercom’s Senior Director of Product Marketing).

The JTBD methodology begins with one big question that becomes the basis for all you do:

Beginning with this question lets you work from the ground up and makes sure you do the right
customer legwork and research so the rest of your marketing tactics (like the tips I give you
below) are successful.

So, how do you begin answering this question and understanding what the Job-To-Be-Done is?
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As Matt describes, it all comes down to lots and lots of talking:

“You need to talk to lots of different people. You need to talk to a broad spectrum of your
customers – brand-new customers, people who just signed up, people that cancelled last week,
people that have been users for a long time, etc.”

Intercom did this by working with a consultancy based in Detroit that specialise in the jobs-
to-be-done methodology.

Click here to reveal the JTBD consultancy Intercom hired.

They helped Intercom conduct 45 phone interviews with customers. Then, Intercom went to the
consultancy office in Detroit to study 15 of those conversations in detail over two days.
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After talking to their customers and finding out what jobs they actually needed done, Intercom
ended up taking their initial single product that they marketed to 4 different customer personas
(which was getting them monthly unique traffic of roughly 35,000 website visitors):

And transitioned to a 4 product model, with each product designed to do one of the jobs
Intercom chose based on their deep study of the 15 phone interviews with customers:
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While this transition wasn’t a fundamental shift in Intercom’s vision, it was a fundamental shift in
their go-to-market strategy. The focus was less on “what you want to sell,” and more on “what
your customers actually need.”

Once you have these jobs established, your new goal with marketing should then be to “take
those jobs and clearly articulate the problems they solve.”

As an example, Intercom has a landing page for their Engage product which “helps you
understand the problem and then goes deep into how the product works and how you can
use it”:

And the results are hard to argue with, as this methodology and product marketing transition
were part of what helped Intercom pave the way for their nearly 5X traffic growth:
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Once you’ve established your customer’s jobs-to-be-done, you can take it several steps further
as the methodology lets you “be so much more strategic about identifying the different
channels, mediums, and tactics you want to use to reach your audience.”

For Matt, this started by asking “who are the people who would want to hire Intercom for one of
these four jobs?” (You can try out that question for you own company by subbing in your
company’s name and the # of jobs you do.)

As it turns out, there were a lot of companies who wanted to hire Intercom for one of those
four jobs.

Once you answer that, you need to follow the steps Intercom take to market their products:

Step 1: Reach

To reach the right audience, Intercom sponsors tradeshows and events where they know they’ll
meet the people who could hire Intercom for the jobs-to-be-done in their business.

As an example, Intercom have a booth at Mind the Project every year - a project management
conference - in London. This is a perfect audience for their products.
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Intercom also makes an effort to speak at events like this (Intercom co-founder Des Traynor
speaks at Mind the Project) to extend their reach even more.

Step 2: Attract

Intercom invest a lot of time and effort into producing content that attracts people to the brand.
This content comes in the form of:

� Blog posts (where all company departments contribute: engineering, marketing, sales,
finance and product)
� Books
� Landing pages focused on helping people make better product decisions (like this one down
below).

Step 3: Convince

After they’ve attracted and introduced people to Intercom, they then need to convince those
people to hire Intercom for their job. They do this with their product landing pages (you will read
about those later in Tip #9).
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Step 4: Educate

Once people are in the product, Intercom has to make sure people get the full value by
educating them on using the product. They do this with timely, targeted in-app messages that
help you use Intercom for your job.

They also combine this with a help center.

And weekly product demos.

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Both of these are structured around Intercom’s specific jobs.

Step 5: Delight

The final step is to make sure you have happy customers. Intercom do this by continually
shipping new features and additions to their products which are all focused on helping their
customers do the jobs better.

You can use the Jobs-To-Be-Done framework to improve your business and “continually
delight” customers in smaller ways, too.

Here’s an example of how you can make your customers happier by marketing the
job-to-be-done for individual features of your product.

When Intercom first set up their User Map feature (which gives a live view of where your
customers are around the world), they “thought of it as just that. [They] thought of it as a map.”

But after a bit more sleuthing, they realized that the map’s “job” was more than just being a map.
They found instead that people were using the map to impress investors, impress people on
Twitter and impress people at expos.
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Without realizing the map’s true job, Intercom would have just focused on improving the map
based on all the typical features a map would be expected to have.

But once Intercom understood the map’s job, they took it another direction and built a map that
was “live, animated, and shareable.” AKA exactly what someone who’s using the map to fulfill
the job of showing off would want.
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It’s seems like an easy enough fix, but it’s one that made Intercom a LOT of happy customers
and gave customers a reason to broadcast Intercom’s brand throughout social media:

The takeaway: Use the Jobs-To-Be-Done methodology to figure out what job people
are hiring your product for. Then use it to structure your entire marketing strategy
(Intercom did it by getting help from a JTBD consultancy who interviewed their
customers. They then went through the data and changed their go-to-market strategy
to marketing 4 products that solve different jobs vs marketing 1 product to 4 different
customer personas).
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10 Key Takeaways From Intercom’s $50 Million

Dollar Success

Intercom has adopted marketing strategies outside of the norm, and that’s how they separate
themselves and stay wildly successful.

By avoiding flashy CTAs and big, over-the-top sales promises, Intercom has kept its core ideas
strong.

In other words, it remains a company that thrives on word-of-mouth brand awareness by

creating content that’s useful to its customers and true to its company’s vision of personal
communication.

Of course, this isn’t to say their entire strategy is perfect - but you’ve seen the results possible
after just 6 years, and you’ve seen the analysis.

Here are the key takeaways:

1. Identify marketing channels that are already working for you right now and look for ways to
growth hack them to a whole new level (like Intercom did with their referral traffic by
combining the “powered by” tactic with dynamic keyword insertion).

2. If you want to steal your competitors traffic, use “Alternative” landing pages that clearly
outline the unique selling points your product has vs your competitor.

3. SEO can be simple if you just focus on “core problems” instead of keywords. It will
ultimately lead to better rankings and help you generate more qualified leads.

4. Remember that you’re building a brand. Consistently create quality branded content based
on proven topics (which you can find by using the 5 content tactics from Intercom’s “Proven
Topic Framework”).

5. Think about what the most logical next step is for someone to take after reading your
content piece and use that as your CTA. Is it to download your book, download a cheat
sheet, sign-up for your newsletter or something else?

6. Look for other media platforms where your target audience hang out and re-purpose your
content for that platform (like Intercom are doing with their blog content on Medium).

7. PPC traffic works best when you go ultra-granular (1 Keyword > 1 Ad > 1 Landing Page). It’s
a strategy I see more and more SaaS companies like Intercom using to increase qualified
leads as they dial in their PPC campaigns.
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8. Match your landing page copy with the level of market awareness for your product in your
market to convert more of your traffic into customers.

9. People are sick of giving their emails for everything, so you need to make sure your lead gen
offer is value-packed and enticing. Then, promote, promote, promote.

10. Put the Jobs-To-Be-Done Methodology at the core of your marketing strategy.

11. Eat more tacos, it will make you healthy, wealthy and wise like Noah ;)
 CHAPTER 9: MAILCHIMP CASE STUDY

HOW MAILCHIMP MAKES

$400M REVENUE

Sumo.com Growth Study

Peek inside MailChimp's multi-million dollar
marketing strategy
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MailChimp is probably doing better than you ever realized. Their website traffic alone clocks in
at a global rank of #979 out of the world’s more than one billion websites.

Total number of Websites

But that’s not all they’re known for. In 2016, they also:

� Made more than $400,000,000 in revenue with just 550 employees (that’s $727K per
employee)
� Added nearly four million new users (increasing their total user base 30% from 12 million to
16 million in a single year)
� Had over 246 billion emails sent using their platform

Yeah, they’re a pretty big deal.

Despite this impressive growth, MailChimp didn’t skyrocket to success overnight (they’ve been
around since 2001).

And they didn’t raise mass amounts of venture capital money at the start or begin with a big
sales team.

They spent years and years experimenting, testing, and creating a functional, loveable product
that caters to the needs of millions of people around the world.

Now that they’ve done the work for you, I’m going to show you ten little secrets that led up
to (and continue to grow) MailChimp’s wild success.
455 CHAPTER 9
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Tip #1

Get Your First Customers By Putting On Your “Green

Glasses”

MailChimp started as a web design agency called “The Rocket Science Group” in 2000 by Ben
Chestnut and Dan Kurzius. In 2001 Ben and Dan found that a couple of their clients were having
trouble sending email newsletters (they either had no idea how to do it, or they were using an
enterprise software that was too difficult to use.)

Instead of ignoring the problem, Ben and Dan identified this as an opportunity to help their
clients solve the problem. They got code from a failed digital greeting card product they had
made and tweaked it to launch MailChimp to their web agency client base in 2001.

For five years, MailChimp was a side-project to Ben and Dan’s main web design agency. All
MailChimp had for five years was this simple website:
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Because Ben and Dan focused on the customer’s needs, and then built MailChimp around those
needs, it helped take the hard work out of product development and ensured that there was
actually a market for the idea.

This helped them get their first initial customer base by organic word-of-mouth referral while
they were focusing on growing their web agency business. As the MailChimp side-business
grew over the years, Ben and Dan started testing different pricing strategies.
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2001-2004

MailChimp started by charging for prepaid credits ranging from 1-2 cents per email sent based
on these three different pricing tiers:

2005-2006

MailChimp introduced a free trial account where you could get 25 email sends for free, or select
from one of twelve different pricing tiers:

2007

Ben and Dan’s web design agency wasn’t growing fast enough, and they weren’t passionate
about it anymore, so they stopped doing web design and focused exclusively on MailChimp.

It was during this year that MailChimp introduced five monthly plans to make their revenues
more predictable, so they could start focusing on reinvesting the profits to grow the business
without any outside funding:
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2008-2011

This is when MailChimp introduced their Forever Free Plan. Every year MailChimp increased the
number of free email subscribers people could have:

� 2008 - 100 free email subscribers

� 2009 - 500 free email subscribers
� 2010 - 1000 free email subscribers
� 2011 - 2000 free email subscribers
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2012-2017

Pricing plans stayed consistent across 2012 and 2014, until in 2014 when MailChimp decided to
simplify down to three monthly plans (one being their free plan). After clicking “Learn More”
underneath their pricing tiers you get taken to MailChimp’s pricing calculator to calculate your
actual monthly cost based on email subscribers:
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The main thing that changed from 2014 to 2017 wasn’t pricing, but rather the names of
MailChimp’s plans. Here is how they changed over the years:

� 2014/2015 - Entrepreneur / Growing Business / High Volume Sender

� 2016 - Starting Up / Growing Business / Pro Marketer
� 2017 - New Business / Growing Business / Pro Marketer

By constantly experimenting with their pricing and product naming, MailChimp has been able to
consistently improve the monetization of their business to be more and more profitable. While
most marketers are chasing aggressive acquisition targets, MailChimp know that the real key to
success is to make more money from every customer with pricing that matches what every small
business owner is willing to pay.

The takeaway: Put on your green glasses. Increase your awareness of opportunities
that are hidden in plain sight, learn to see abundance everywhere and always be
testing your pricing (MailChimp did it by being aware of common pain points their web
agency clients had, then creating a side-business out of it while constantly testing
new pricing tactics.)
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Tip #2

Move People Down Your Marketing Funnel With The

Facebook Ads “Funnel Stepping” Technique

More than 61% of MailChimp’s social traffic comes from Facebook, which generates them
867,000 views to their website every month.

What MailChimp does really well is use something called Facebook Custom Audiences to
leverage their email list and millions of customers.

Facebook Custom Audiences are a way for you to target Facebook ads to specific groups of
people (AKA your custom audiences) in your contact list.
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The real power of Facebook Custom Audiences can be found when you target your custom
audiences with ads to get them further and further down your marketing funnel. Here is an
example from Sumo where we use a similar marketing funnel to MailChimp:

1. Meet Sumo (cold traffic reads a Sumo blog post)

2. Subscribe (paid ads to subscribe to the Sumo blog with email address)
3. Register (paid ads to email subscribers to register for the Sumo free plan)
4. Install (paid ads to registrations to install the Sumo site code)
5. Purchase (paid ads to installers to purchase a Sumo paid plan)
6. Upgrade (paid ads to purchasers to upgrade their Sumo account)

Step 3, 4, 5, and 6 all require the use of Facebook Custom Audiences. If you are just starting out,
you should use email marketing to move people down your funnel. But once you have a big
enough custom audience size to run ads at the other stages of your funnel (>1000 people) you
can start targeting them with Facebook ads into the next stage of your funnel.

This is a technique I call Facebook Ads “Funnel Stepping” where you run ads to step people
further down your marketing funnel.

Here are examples of 2 different Facebook Custom Audiences MailChimp use to move people
further down their marketing funnel using “Funnel Stepping”, which you can swipe for your own
business.
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Facebook Custom Audience #1:

MailChimp Users Who Haven’t Sent Their First Email Campaign

Here are the Facebook ads MailChimp runs for a custom audience of people who’ve signed up
for the product but have never actually used the product to send an email campaign:

Golden Nugget: High contrast images, diagonal lines, and recognizable objects are a
pattern interrupt that can help increase the CTR of your Facebook ads. The higher you
can get your CTR, the lower your click costs will be. MailChimp are using two of these
CTR elements in their ad to generate more clicks (high contrast sky blue background
and circular plate).

On the ad, MailChimp give away their “Getting Started” guide. They are doing this to help
people get on the path to sending their first email campaign so they get value from the product
and don’t churn.

This is also the exact same “Getting Started” guide they use in their email drip campaign.
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By sending people an email and targeting them with a Facebook ad, you have a higher
likelihood of getting your message in front of your audience.

MailChimp has had some major success with this type of ad as “over the course of one week,
1,500 users clicked on the link to view and download the guide.”

Facebook Custom Audience #2:

MailChimp Active Users

For its active users, MailChimp use Facebook Custom Audience targeting to promote various
updates and related products.

For example, MailChimp ran a series of ads promoting their mobile app, MailChimp Snap to get
more people using their product on their mobile devices and integrate MailChimp more into
their day-to-day life.
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For this particular ad, MailChimp ran an A/B test. They showed this ad 50% of the time to active
users, and 50% of the time to non-users who showed an interest around keywords like “digital
marketing” or “mobile marketing.”

What they found was “the MailChimp user group clicked on the ads almost three times more
often than the other group, and this use of Custom Audiences helped increase mobile app
adoption rate more effectively than using general keyword targeting.”

The takeaway: Use “Funnel Stepping” to move people from the top to the bottom of
your funnel. Start with email drip campaigns for each stage of your funnel, then when
you have a big enough custom audience size at each stage of your funnel (>1000
people) target them with Facebook ads using Facebook custom audiences to
advance them to the next stage of your funnel.
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Tip #3

Run A Viral Marketing Campaign Using

This 3 Part “G-MAP” Framework

MailChimp is truly the king of using curiosity to build brand-name awareness.

One major way they did this was with their viral ad campaign called “Did You Mean MailChimp?”

The inspiration for this campaign came from a “MailKimp” mis-pronunciation in one of their most
successful podcast ads from 2014 that got one million listens per episode (where 95% of
listeners identified MailChimp as an email service provider based on the ad.)

MailChimp saw that people loved this play on MailChimp’s pronunciation from tweets and
communication with customers (and even a MailKimp remix tape that was made from the ad.)
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So based on that success MailChimp decided to double down on what works and make an
entire marketing campaign based around nine different “fake” brands that sort-of sound like
MailChimp.

Here they are:

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And they went all-out. They teamed up with an ad agency to produce short 1-minute films for
MailShrimp, KaleLimp, and JailBlimp… and then created websites (and actual products) for the
other six strange pronunciations.

The campaign was bizarre (though attention-grabbing), to say the least.

Here’s the video of the marketing campaign:

Click here to reveal the ad agency MailChimp used

The campaigns one minute “short films” were shown primarily as YouTube ads, which meant
MailChimp could run them as pre-roll ads where you don’t need to pay until a user has watched
at least 30 seconds of your video.
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Golden Nugget: In addition to pre-roll ads, one of YouTube’s most affordable ad types
is remarketing. Anyone who views your video, likes your video or shares your video
can be remarketed to. MailChimp received over 460,000 views and 2,000 likes on
this one video that they could use to remarket MailChimp to.

In addition to YouTube, MailChimp used print ads in a number of places designed to get people
to search for MailChimp’s campaign brand names.

These places included billboards, subway trains, subway stations, and sponsored Instagram
posts:

The mix of both online and offline marketing promotion turned the marketing campaign into a
wild, polarizing success for MailChimp.

It got them a LOT of brand awareness, traffic, and free media including 3.8 million organic
searches for either MailChimp’s name or a campaign product name.
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Did You Mean MailChimp?

The campaign also started up a lot of heated discussions on the web, as most people either
absolutely loved it or absolutely hated it:

Even with the haters however, the word-of-mouth awareness got MailChimp featured in major
publications like Rolling Stone, Pitchfork, French Vogue, Paper Magazine and The New Yorker.

But creating short films, music videos, websites, billboards, subway ads, etc. is all quite
expensive. So if you’re not as big as MailChimp, but want to replicate this sort of success for your
own company then you need to understand how to reverse engineer what MailChimp did. Here
is the three part “G-MAP” creative marketing framework you can use to do this for your own
company:
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1. Goal - What is your goal? (MailChimp’s was mass market brand awareness)
2. Marketing Angle - What is your marketing angle? (MailChimp’s was creating weird, attention-
getting brands that rhyme with MailChimp)
3. Promotion - How will you promote it? (MailChimp used single page websites, YouTube video
ads, Instagram ads, Subways ads and Billboard ads)

To give you an example of how to run one of these marketing campaigns, at Sumo I had a goal
to increase website traffic by 50,000 in 2 days on the Sumo blog. It was during SumoCon, so I
came up with a marketing angle to get Noah to fight a world champion Sumo wrestler. I then
promoted it in the SumoCon Facebook Group:
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I booked 2 seats on a plane for Sumo Yama, hired a Sumo mat and staged a fight for Noah vs.
Yama on the last day of the conference.

I ended coming up short on my goal by about 10,000 uniques, but the whole SumoCon
audience loved it, shared the fight on Facebook Live and told their friends what a crazy good
conference they’d just attended. It was something creative, out-of-the-box that no one had ever
seen before.

The three part “G-MAP” creative marketing framework works. Use it to come up with your own
creative marketing campaign.

Now to get back to MailChimp, they knew that getting views and interest on the nine brands
they had created wasn’t enough. They needed to direct people to their website.

MailChimp did it by using a “curiosity gap.” Their primary goal was to drive traffic to their
campaign websites, then use curiosity to get people to click-through to their main website to
learn more about them.

For example, all of MailChimp’s YouTube videos finish with nothing but the smallest mention of
MailChimp. Here’s how a JailBlimp video ends:

The name MailChimp is never spoken out loud, it’s hardly visible, and there’s no mention of what
MailChimp actually is or does.
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Just below the video, the description doesn’t tell people anything about them (they don’t even
post the videos from their own MailChimp YouTube account, they create a new YouTube
channel with one video):

They use this curiosity gap technique (where they don’t really let people know what’s going on)
to convince readers to click-through.

Email marketing platforms aren’t exactly the sexiest products out there nor the type of product
that really encourage click-throughs, so this is a great way to sell the click (actually, this is
basically the exact same technique I saw Slack using in their viral “Animals!” marketing
campaign).

If I visit the YouTube URL in the description I get taken to the short films single page website
where towards the end of the video a Smart Bar pops up linking me to MailChimp’s landing page
where I can learn more about MailChimp.

Click to reveal the free tool you can use to create your
own time-based “curiosity gap” Smart Bars
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MailChimp created full websites for each of the branded campaigns they ran, using the the
same Smart Bar CTA on every site to direct traffic back to their main website.

You can see the curiosity gap in action with that bottom bar that pops up and introduces
MailChimp (without saying who they are or what they do)... and invites readers to “Learn More”
next to Freddie’s head.

Clicking the “Learn More” button on the Smart Bar will direct the reader to a customized “Did
you mean…?” landing page.
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Check out the copy on the page. Although it gives audience members a bit more information
about what MailChimp does, they still don’t come right out and say exactly what their product is.

Instead, they tell people what MailChimp can help with (without telling them how for now) then
link to their homepage.

The takeaway: Use the three-part “G-MAP” creative marketing framework to come up
with a unique marketing campaign for your business that will help you hit your
marketing goal, increase your website traffic and get you more customers (MailChimp
did it with three short films, a music video, a competition, a fashion blog, a web-based
instrument and two sham products that got people typing their campaign names into
a search engine.)
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Tip #4

Advertise Your Business Next To Something That Is

Relevant To Your Product Using Niche Sponsorship

Between MailChimp’s memorable brand and massive customer base, it seems like everyone
has heard of MailChimp.

But for many people, they first heard about MailChimp because they were addicted to Serial, a
true crime podcast.

MailChimp identified a niche podcast series with a broad audience demographic (just like their
software) and sponsored it, running this quirky little nineteen second ad at the beginning of
each episode:

(If you can’t have a listen now, you’ll find a transcript just a few scrolls below.)

The Serial podcast with MailChimp’s ad on it broke iTunes’ record for being the fastest podcast
to reach five million downloads and streams.

To try and replicate this success for your own business, follow these 2 simple steps:

1. Identify a piece of content (podcast, radio segment, blog) that is relevant to your product or
has a similar demographic
2. Have your advertising spot run adjacent to it

This tactic is called “niche sponsorship” and there are many ways you can do it, for example:

� If you sell a sports magazine subscription, you can advertise your product during a sports talk
show
� If you sell auto insurance, you can run your spot close to the traffic report on the radio
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� If you sell dog food, you can find top ranking dog recipe blogs and sponsor your ad
placement
� If you sell a course, you can find people who make videos on your course topic and sponsor
the end screen on their YouTube videos

MailChimp are testing more niche sponsorships every year, just like Slack are doing. Last year
they tested 30 podcast sponsorships.

MailChimp found the most success when their niche sponsorship was announcer-read. Here is
the exact transcript from the MailChimp podcast sponsorship ad:

Speaker #1: Support for Serial comes from MailChimp

Speaker #2: From MailChimp
Speaker #3: Mail...kimp? Chimp?
Speaker #4 (host of the podcast): More than 7 million businesses around the world….
Speaker #5: ….use MailChimp…
Speaker #6: ….to send emails, newsletters, and deliver high-fives
Speaker #4 (host of the podcast): MailChimp! Send better email.
Speaker #7: (quietly) Very nice!
Speaker #4 (host of the podcast): I use MailChimp
Speaker #7: You do!?
Speaker #4 (host of the podcast): I love it
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Golden Nugget: Take note of how Mailchimp doesn’t actually give people a specific
URL to visit. The goal of this is to boost organic search and get people searching
MailChimp’s name out of curiosity.

This ad was born from MailChimp’s ad copy and Serial’s producers (NPR). The normal people on
the streets of New York were the speakers.

Here are a few nuggets of wisdom you can take away from it for your own sponsored podcast
ad (or any kind of spoken ad):

� Multiple speakers make the ad more interesting to grab people’s attention more than just
one voice
� By having it read by normal people, the ad turns out natural-sounding
� The host should play a role in the ad
� The name MailChimp is said six times (this makes it more likely people will remember it)
� They define who uses the product and what they use it for in one quick sentence
� They offer some social proof (“Seven million businesses…”)
� They give a concise, three-word phrase emphasizing what YOU can do with the product
(“send better email”)

After someone hears the ad, MailChimp has a search marketing funnel to take prospects down
a path to conversion. This is how they do it:

Step 1: When someone searches for “mailchimp” or “what is mailchimp” they are served a
MailChimp branded ad. Here is what one of MailChimp’s earliest branded ads looked like when
they ran their Serial campaign:
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Step 2: After clicking on that ad you are taken to MailChimp’s homepage. Here is what it looked
like back when the first season of Serial launched on Oct 3, 2014:

MailChimp made it super simple (one headline, one image, one sentence description and one
signup button). They did it this way because they have a simple value proposition and people
coming from a branded search are already in the funnel and don’t need a lot of information to
make a decision.

Here’s a quick summary of the path MailChimp takes prospects down. The prospect:

1. Hears the sponsored brand name on their favorite podcast

2. Searches that brand name to find out what it is
3. Clicks the PPC ad
4. Signs up for MailChimp (or uses site navigation to learn more)

But we can’t talk about MailChimp’s “Serial” podcast ad without talking about the elephant in
the room: MailKimp.
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Where many companies would have just cut out this mistake (coming from a 13-year-old girl),
MailChimp decided to go with it.

Not only does this “blooper” make the overall ad seem more natural and less “salesy,” but it’s
memorable and funny. And the audience members loved it.
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MailChimp co-founder and CEO Ben Chestnut has since joined in on the fun with his Twitter bio:

In other words, if something goes astray when you create your own ad, embrace the mistake.
You never know what might happen.

P.S: In case you were wondering the cost of something like this, Serial has an audience of one
million unique listens per episode and MailChimp paid $25 to $40 per thousand listeners. That
is $25,000 to $40,000 advertising cost per episode.

While this is obviously a big investment, keep in mind you can sponsor small, but highly
engaged audiences for much less.

The takeaway: Identify a piece of content that is relevant to your product and run your
advertisement adjacent to it (MailChimp did it by sponsoring a podcast where they
could reach a broad demographic of people, then using multiple speakers in the ad
where the MailChimp brand name was mentioned six times, resulting in 95% of
listeners remembering MailChimp as an email service provider.)
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Tip #5

Use This 3 Part PPC Funnel With A Pre-Sell Landing

Page To Warm Up Your Cold Paid Traffic

Most advertisers have ads that direct people straight to their sales page.

This is what Tony Robbins does, as an example.

But MailChimp takes a slightly different approach.

MailChimp created a campaign called “MailChimp vs. the Black Hole”, targeting eCommerce
businesses to use their product. To promote the campaign they ran a Facebook carousel ad to
a pre-sell landing page.

Here is the campaign’s Facebook carousel ad:

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There are three parts of the ad to notice:

#1. The Curiosity + Relevant Story + Low Friction Call To Action (CTA) equation
#2. The three product features showcased in the rotating carousel (these are a condensed form
of the same ones listed in Part 2 of the pre-sell landing page to increase Facebook
Relevance Score)
#3. The bonus benefits (“keep up with your customers” and “know what’s working”) that
highlight a benefit not already mentioned in the ad
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The Pre-Sell Landing Page

The pre-sell page that follows this Facebook ad has been optimized to convert website visitors
using this three-part landing page:

� Part 1: Curiosity + Relevant Story + Low Friction CTA

� Part 2: Top 3 Features
� Part 3: Curiosity + Relevant Story + Low Friction CTA

Part 1: Curiosity + Relevant Story + Low Friction CTA

This is the above-the-fold part of the pre-sell page.

As you can see, this section follows that equation perfectly, beginning with a headline that gets
people curious and wanting to keep reading, then ending with a low friction CTA for a free offer.

Part 2: Top Three Features

After capturing your attention above-the-fold MailChimp have a colorful breakdown of their
three major features. Each feature section has a clear, no-nonsense headline, a short
benefit-based description, a primary “Sign Up Free” CTA and a secondary “Learn More” CTA.
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Notice how MailChimp makes it easy for website visitors to signup after reading about any
feature with a “Sign Up Free” button. That is done on purpose so if one of the features resonates
with you, you can quickly go straight to the signup page.

Part 3: Curiosity + Relevant Story + Low Friction CTA

Scrolling to the bottom of the page brings us to the same winning equation as Part 1, to reiterate
the pain point of “not knowing enough about where your marketing dollars are going” then
asking you to sign up.

Clicking on any of the CTAs on the Pre-Sell Landing Page will bring you straight to MailChimp’s
signup page.
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Before you go and start running this same campaign for your own business, you should do the
“back-of-the-napkin” math for your own business before you try it. Adding a pre-sell page like
MailChimp requires that you have a high converting free-to-paid marketing funnel in place and
deep pockets.

My friend Justin Brooke over at AdSkills reverse engineered MailChimp’s math problem, so you
can see how to make the math work on your own ads:
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If you can’t afford to go 60 days out just to break even, you may want to merge your pre-sell
page and sales page into one to make the math on your ads work. Or try driving ads to blog
content, then to your signup/sales page like we do at Sumo.

Outside of driving traffic to the landing page on their main website, MailChimp get even more
traffic to their campaign by content multiplying. They did this by taking their one landing page
and creating a series of YouTube videos on “MailChimp vs. the Black Hole.”

In each of the videos, MailChimp links to their landing page in the YouTube description and
prominently mentions MailChimp so people can easily go and do an organic search for
MailChimp to find out more.

The takeaway: Test running cold traffic to a pre-sell landing page or blog content to
first warm up new prospects, then ask them to sign up for your product after they
know more about you (MailChimp does it with a three-part funnel: Facebook carousel
ad > Pre-sell landing page > Free signup.)
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Tip #6

Use The “Content Series” Content Strategy To Target

Your Highest Revenue Buyer Personas

MailChimp has a specific way to attract their highest revenue customers, which are:

� Marketing agencies
� Advertising agencies
� Creative agencies

Agencies are the ones who refer their clients to MailChimp and set up accounts for them, so
MailChimp definitely wants to attract them, address their needs, and give them exclusive perks
so the agencies choose (and stick with) MailChimp over anyone else.

MailChimp does this by marketing to agencies in three ways:

1. Their Agency Account

2. Their Agency Newsletter
3. Their Agency Content Series

#1. MailChimp’s Agency Account

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The purpose of agency accounts is to attract agencies by showing them that MailChimp can
make their lives easier, as they can collaborate directly with clients, manage multiple clients, and
see all their campaign stats across clients in once place through their MailChimp account.

Creating features like this are more likely to get agencies to choose MailChimp over other
platforms, refer other agencies to the product and keep them using MailChimp for their clients
long term.

#2. MailChimp’s Agency Newsletter

MailChimp has a newsletter tailored to help agencies grow their business and their clients
business. Each newsletter comes as part of an “issue” in a series that they email to subscribers
once a week.
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#3. MailChimp’s Agency Content Series

Today, lots of business are building their blog on Medium. MailChimp tried it by starting a
“MailChimp for Agencies” Medium publication.

But after one year MailChimp moved all of the articles from their Medium publication over to
their main website.

Why?

MailChimp decided to build a content marketing hub on their website with a content series for
each of their three different buyer personas.
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Content Resource Content Type Buyer Persona

Guides Marketing articles SMB

Research Data articles SMB

What’s In Store eCommerce case studies eCommerce

Resources for Partners Agency case studies Agency

Golden Nugget: Structure your content marketing around common themes that target
your highest revenue buyer personas. Every one of MailChimp’s content marketing
resources is focused on a series of articles targeted at a specific buyer persona that
make MailChimp the highest revenue.

Today all four of those resources are hosted on MailChimp’s “Learning” resources page. They
are such an important part of MailChimp’s web marketing strategy that they are one of the five
main items in MailChimp’s site navigation.

MailChimp create these four different content series and then use internal linking inside their
blog articles when it contextually makes sense, like this:
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To do this in your own business, follow these 2 steps:

1. Identify who your highest revenue buyer persona is

2. Build a list of content topics you can cover to help that buyer persona become more
successful in his/her day-to-day life

The takeaway: Be strategic about your content marketing strategy by using the
“content series” content strategy. Identify who your highest revenue customers are
and then produce a series of articles to help them (MailChimp does it with marketing
articles and data articles which help their broad market of small-to-medium size
businesses. They also have a series of articles for eCommerce businesses and
Agencies who they have identified as their highest revenue customers.)
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Tip #7

The Freemium Growth Lever You Can Pull To Double

Your Profit In 1 Year

Many software companies battle with whether or not to offer a freemium plan. For MailChimp,
creating a “forever free” plan in 2009 (after eight years of not having a free plan) was one of the
things that took their growth to a whole new level.

After one year of launching their freemium plan, MailChimp Co-founder and CEO Ben Chestnut
said it helped them:

� Grow their user base 5X in one year (from 85,000 to 450,000)

� Increase their number of paying customers by over 150% (despite offering a free product)
� Hit several days of 2,000+ new user signups (when they were averaging about 1,000 new
user signups daily before then)
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MailChimp actually made money from this move…. they did NOT just get an abundance of free
signups.

Launching their “forever free” plan helped MailChimp grow their profit (yes, profit − not
revenue) 650% in one year by lowering their customer acquisition cost.

To get people to convert from free users to paid users, there are three tactics MailChimp use
that you can replicate:

1. Put maximum limits on your free plan

MailChimp put a maximum limit at 500 subscribers and increased that to 2,000 subscribers
after their first year of freemium. They also limit freemium users to 12,000 emails per month.

Once these customers grow their number of email subscribers above 2,000, they’ll have to opt
into a paid plan. But by then, they’ve already got so much value from MailChimp that they don’t
mind.

2. Increase switching costs

On the free plan, MailChimp let customers create marketing automations for free. This is a major
feature most email marketing companies charge high monthly payments for.
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By letting free users connect their ecommerce store and send marketing automation emails and
ads based on their website and customer purchase data, MailChimp are getting customers to
invest their time and energy into making the MailChimp platform part of their daily business
while helping them make money as fast as possible.

It’s easy to export your contacts, but it’s not easy to export contacts who are in the middle of
your abandoned cart email drip campaign, plus four other marketing automation campaigns
making you money.

3. Provide customer success resources

MailChimp have a Getting Started guide, Learning Resources page, Experts Directory and
Research articles based on their own data set of millions of businesses.
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With all those resources it makes it easy for anyone to quickly learn MailChimp, get better at
marketing their business and grow their email list to over 2,000 subscribers so they become a
paying customer.

The takeaway: When it comes to getting people to convert from your free plan to your
paid plan, it’s simple logic: if your customers are successful, you are successful as well
(MailChimp does it by putting maximum limits on their free plan, increasing switching
costs with sticky features like marketing automation and providing customer success
resources.)
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Tip #8

The “Instant Affiliate Program” You Can Use To

Generate Product Virality For <$100

If those three tactics in the last tip don’t work to generate paid users for MailChimp, they have a
backup plan. MailChimp “brand” their product with a hyperlinked MailChimp logo in every email
footer free users send.

They call this their “MonkeyRewards” badge. Clicking on it will direct people to MailChimp’s
homepage.

You get thirteen options to choose from (including four custom designs inspired from their “Did
You Mean MailChimp?” marketing campaign):
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Golden Nugget: The MonkeyRewards badge is required for all freemium users. Paid
users have the option to leave it off their emails. To incentivize paid users to keep it
on, MailChimp offers $30 in MonkeyRewards credit for every person who clicks on the
badge in their email and signs up.

This is a genius idea to drive product virality (ie: get your most successful customers to promote
your product for you in exchange for giving them money).

All you have to do is pay a small one-time fee every time one of your customers refers you
another customer. You make more money and your customers make more money while
exposing your brand and logo to thousands of people you otherwise wouldn’t reach. #winning

This made a big difference for MailChimp. As Ben put it, “this helped drive product virality, as
recipients would click on the friendly face of MailChimp’s mascot and end up learning more
about the company and their software.”

(P.S: This “branding” tactic is a lot like the “powered by” tactic I saw Intercom using, but instead
of free users promoting you… you reward your best customers to promote you who likely have
bigger audiences send more emails).

To do this for your business, think about these 2 things:

1. What reward will you give people for referring one customer to you (MailChimp give people
$30 MonkeyRewards credit)
2. How will you make it easy for people to refer one customer to you (MailChimp give people a
MonkeyRewards badge they can turn on to show at the bottom of emails they send)

The takeaway: Make it easy for your customers to refer business to you by giving
them money and making payment to them for referrals quick and easy (MailChimp
does it by offering $30 MonkeyRewards credit for every customer referral).
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Tip #9

Use This “Too Long To Learn” Customer Development

Framework To Improve Your Product

Most people know MailChimp as an email marketing software, but they do so much more now.
MailChimp improved their product by offering Facebook and Instagram ads that customers can
create inside their MailChimp account.

If MailChimp has already had awesome success with email, why bother changing things?

What it came down to was a lot of deep, deep digging done by their research team in an effort
to see how they could make their customers more money, faster.

Early in the research, Laurissa Wolfram-Hvass (Senior Research Manager at MailChimp) and
Laura Jones (Researcher at MailChimp) interviewed small business owners (their intended
target audience, not just current customers) and found that a lot of the people they spoke with
weren’t using Facebook ads.
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Their research uncovered small business owners don’t have a lot of time, and they thought
Facebook ads were difficult and would take them too long to learn.

Bingo.

With this new insight, MailChimp made Facebook (and Instagram) ads easy for small business
owners to do by letting them build the ads right inside MailChimp’s platform, and select from
these three predefined audiences:

� Ads to people on your MailChimp email list

� Ads to people similar to people on your MailChimp email list
� Ads to interests you define

This simple ad campaign interface makes it easy for small business owners to set up Facebook
and Instagram ads without having to spend time learning anything new. It’s been so successful
that they added Google Display Remarketing ads to their ad builder.

And MailChimp doesn’t charge more for people to use this feature − it comes with their forever
free plan so they can make it easier for free users to convert into paid.
502 CHAPTER 9
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To do this in your own business, follow these 2 steps:

1. Interview your target audience to find out what things on their to-do list take “too long to do”
that they would rather outsource to someone else
2. Build that into your product or service offering

You will need to suck it up and actually talk to real people on the phone or in-person to get the
most out of this research, just like MailChimp did.

The reward will be identifying a problem that you can use to improve your product by including
the solution inside your product.

The takeaway: Use the “too long to learn” customer development framework to find
new problems your product or service can solve (MailChimp found that small business
owners find it difficult and time-consuming to create Facebook ads, so they made it
easy for them to do it all inside MailChimp.)
503 CHAPTER 9
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Tip #10

“The Welcome Mat” Homepage Hack To Convert

First-Time Website Traffic Into Cash

To convert first-time visitors who come to the MailChimp website, Mailchimp use a Welcome Mat.

This is the same tactic I saw Tony Robbins use on his website. MailChimp’s Welcome Mat takes
you to their “Brain” landing page which has the top 10 marketing automations you can start
using when you sign up for MailChimp.
504 CHAPTER 9
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Every marketing automation has it’s own section on the page with these four elements:

1. A professionally filmed video

2. Benefit of what the marketing automation can do for you
3. Call-to-action button for you to “Turn It On!” in MailChimp
4. Social proof customer video testimonial related to how that marketing automation helped
one of MailChimp’s customers

If you click on the CTA button in any of the sections and are logged into your MailChimp
account, then you get taken to your MailChimp dashboard to turn on the feature. If you don’t
have a MailChimp account then you will get taken to MailChimp’s Login page, where you can
click on “Create an account.”
505 CHAPTER 9
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If you aren’t a first-time visitor to MailChimp’s site then you won’t see the Welcome Mat. Instead
you’ll see MailChimp’s full homepage, where it’s clear they want you to do one thing: sign up for
a free account.

And they use a straightforward, minimal frills approach to get you there.

Take a look for yourself:

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This homepage features:

� Only two CTAs − one at the top and one at the bottom − asking you to “Sign Up Free”
(shown in red)
� A breakdown of five of their most impressive benefits (shown in green) alongside a colorful
image showing what the benefit looks like. Here’s a screenshot of one of the benefits below:

� Lots of white space for easy readability

� One hyperlink to learn more about each feature of the software that allows you to achieve
that benefit (clicking on it will bring you to a specialized landing page focused on that one
feature).
507 CHAPTER 9
MAILCHIMP CASE STUDY

These links are used instead of bolder CTA buttons to keep the page as uncluttered and
distraction-free as possible. This helps guide people right where you want them − straight to
the CTA (I also saw Shopify doing the same thing on their homepage).

Click here to reveal the tool MailChimp used to build their homepage

The takeaway: Use a Welcome Mat to show your first-time website visitors the newest
features, products or services you have to offer. On your homepage, identify the
primary action you want your website visitors to take and use it as your one primary
call-to-action (MailChimp highlight their free marketing automation features on their
Welcome Mat and the primary action they want you to take is to become a free signup,
so they cut the fluff and unnecessary distractions by making that their primary
homepage CTA.)
508 CHAPTER 9
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10 Key Takeaways From MailChimp’s $400 Million

Dollar Success

Marketing your business doesn’t need to be boring. Take a leaf out of MailChimp’s book and
have fun with it with these ten key takeaways:

1. Put on your green glasses to find business opportunities where people are struggling, but
can’t find an easy solution. MailChimp found that it was a lot easier to provide value upfront
for their customers by directly addressing pain points their web agency clients were having.

2. Leverage your marketing list to retarget people from the top to the bottom of your funnel.
MailChimp run ads to two Facebook custom audiences to retarget you further down their
marketing funnel.

3. Use the G-MAP framework to come up with ideas for a creative marketing campaign that
can help you hit your marketing goal. Mailchimp used it in their viral “Did You Mean
Mailchimp?” marketing campaign to generate 3.8 million organic searches.

4. Find niche sponsorship opportunities where you can advertise your business next to
something that is relevant to your product. MailChimp did it by identifying 30 podcasts with
a broad audience demographic and sponsored them to run their ad during their show.

5. Warm up your cold paid traffic by first sending them to a pre-sell landing page or piece of
content. This is a tactic MailChimp uses to get people to know, like and trust them before
asking you to sign up for their product.

6. Identify who your highest revenue buyer persona is and create a content series that
directly helps them become more successful in their day-to-day life. MailChimp does this
by making their top referrers’ (agencies) lives easier with a content series about agency
growth stories.

7. If you offer a freemium product and want people to convert to a paid plan, help your
customers succeed by giving them access to features that help them make money faster.
MailChimp give people access to marketing automations they can use to quickly make more
money from their website traffic, email list and customer list.

8. Give your customers money for referring you business. Make it easy for them to promote
you and make sure they get paid fast so you can generate product virality. MailChimp use
$30 MonkeyRewards credits to incentivize paid customers to put their badge on the bottom
of their emails.
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9. Interview your target audience to find the things that take them “too long to learn”, then
solve it using your product. MailChimp found that people want to run Facebook ads, but it
takes them too long to learn and is too difficult so they made it easy by adding a Facebook
ad builder inside MailChimp.

10. Use a Welcome Mat to showcase your highest converting landing page to first-time
visitors when they hit your homepage. Then identify “the one thing” you want people to do
when they visit your full homepage and use it as your primary call-to-action. For MailChimp,
it’s to sign up for their free plan.
 CHAPTER 10: SUMO CASE STUDY

HOW SUMO DOUBLED BLOG TRAFFIC FROM

100,000 TO 200,000
WEBSITE VISITORS IN ONE MONTH

Sumo.com Growth Study

Peek inside Sumo’s multi-million dollar
marketing strategy
511 CHAPTER 10
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At the start of August Noah Kagan hired me and my agency to manage Sumo’s whole content
marketing operation.

I brought in my best people, and he brought in his best.

In August I hit the highest blog traffic month Sumo’s ever had.

I have some lessons learned from working with Noah that can help you take your content
marketing game to the next-level:
512 CHAPTER 10
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#1

Weekly Accountability

I was given a goal in the first month to go from 100,000 uniques to 160,000 unique page views
a month to blog content. Every week I met with Noah and I was behind my goal.

By week #3 I was 30,000 uniques behind. Every week in a one-on-one with Noah he’d ask me
“Are you ahead or behind on your goal?”

Then the followup question would always be “So you’re behind dawg, what are you going to do
this week to get on track?”

The weekly accountability forced me to think up new ideas every week to hit my goal. It’s
something you may want to apply with your employees/contractors.

The takeaway: Have 1 weekly team meeting and 1 weekly one-on-one meeting with
your team leads to keep them accountable to their goal. At Sumo we have a weekly
marketing team meeting at 2pm on Monday. Then at 4pm on Monday I have a weekly
1:1 with Noah.
513 CHAPTER 10
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#2

Make Mistakes, But Track Them

I made more marketing mistakes than I’ve ever made in my life this month. I was testing new
content promotion tactics weekly and then I’d track it all in a Proactive Metrics Dashboard.

Notice that these are all “proactive” metrics aka metrics I can directly control. Green means I hit
the goal. Red means I didn’t.

I’d then show it to Noah and I made recommendations of stuff we need to cut and stuff we need
to double down on.

The takeaway: Use a Proactive Metrics spreadsheet to track what you’re doing every
week, then track all that activity against one metric. I was tracking against unique
monthly traffic every week.
514 CHAPTER 10
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#3

SEO Won’t Save You In The Short Term

To go from 100k to 200k I couldn’t just rely on SEO traffic.

It takes time to generate results and the outcomes are too variable for Sumo.

Instead I had to do a mix.

I had to go after some “SEO articles” mixed in with articles that I knew would spread quickly on
social media by analyzing Sumo and Noah’s top historical trafficked articles, Sumo’s customer
persona and the most shared articles in the industry.

The takeaway: Combine your customer personas’ biggest day-to-day challenges with
the most shared content in your industry to come up with unique content topics that
spread.
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#4

Teamwork Makes The Dream Work

It was the first time I had to manage a team of 8 people. And it was hard.

1 person had been at the company 1.5 years and had a lot of existing ideas about how things
should work. It was great having that person because I could ask them what worked and didn’t
work in the past.

But there was tension when I’d ask for feedback. Comments like “you’re the content consultant,
shouldn’t you know what to do?”

I’m good, but I don’t know everything.

I resolved this by sitting down with the person 1:1 and explaining that I don’t know everything,
but I’ve come to Sumo to hit a goal and I can only do that with everyone's help on the team.

Another person quit 2 weeks in because it was too hard. I found the best way to manage people
was to make them OWN things.

I literally have a column in my spreadsheet called “OWNER” with the person's name, the content
they are responsible for and their deadline.

The takeaway: Make people "Owners" of specific tasks and just be there for them if
they need your help.
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#5

Writers Write. Promoters Promote

Writing is a skill, as is promotion. They are 2 very different skills. Don’t ask your writer to promote
your content for you. At Sumo I made a content writing checklist and a content promotion
checklist.

I give the first one to the writers and the second one to the promoters. These 2 simple checklists
make my content marketing repeatable and scalable.

Here is a sneak peek inside my content writing checklist:

The takeaway: Make sure you have documented checklists for any important tasks in
your business.
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#6

SEO Is Not The Content Marketing

Holy Grail. Paid Traffic Is.

SEO traffic is magical and should be part of your overall content marketing strategy, but
advanced content marketers know how to run ads to a piece of content.

You get qualified prospects to click on your ad using layered ad targeting, then the retargeting
pixel on your blog article builds up your retargeting list so you can retarget people into your
offer at a profit.

That is the content marketing holy grail.

Here is an example of one of the ads I’m running for Sumo:

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Paid advertising to content is going to be “the future” of digital marketing.

The organic content marketing world is growing fierce competition. There are so many high
quality content producers today, producing so much content.

How will you win? Through distribution, that's how.

When you can learn how to use paid to promote your organic, big shift!

At Sumo I’m using strategic media buys to get our content in front of the right people. Then the
Sumo team retargets into a Sumo signup.

The takeaway: Put paid advertising behind your content. Do it. It works. I'm taking
Sumo from $5 million to $10 million by doing it.
519 CHAPTER 10
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#7

My #1 Content Promotion Tactic

Every man, woman and dog wants to know it. So here it is…

Ask your Mom to share it. #thanksMom

The trick is to ask your Mom nicely and have your emoji game on point (I went with the smooch
emoji), otherwise your Mom won’t share it.

Just kidding, that’s not actually my #1.

I can’t give away ALL my content marketing secrets but what I can tell you is this… you need to
build your lists.

� Email list
� Push notification list
� Facebook chatbot list
� Retargeting list
520 CHAPTER 10
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The money is in the lists.

The bigger and more targeted your distribution lists are, the more people will read and share
your content, so your content spreads and gets more unique traffic.

Your retargeting list won’t get you unique traffic, but it will get you sales (aka the reason you’re
doing this whole content marketing thing in the first place).

The best way I’ve found to build all those lists is to use Sumo’s suite of website traffic tools. Here
are a few of the ways I’m using the tools to build our lists:

� Click Trigger for “Bonus Material” at the top of every article

� Scroll Box for Sumo Growth Studies after someone has scrolled 10%. I set it to only show to
people who haven’t seen a scroll box in 1 day and if the referrer domain is facebook.com
521 CHAPTER 10
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� Push Notifications for new Sumo articles. I set it to only show after 4 seconds on Sumo’s main
blog page at sumo.com/stories. The rest of the time it just chills over there on the right side
of the page.

� List Builder Popups for bonus content. I run an a/b test across Sumo’s whole blog with the
popup set to show after 45 seconds if a visitor hasn’t seen a popup in 14 days.

I’m sneaky and use Sumo’s top blog content as the bonus content on the popups. I look
inside Sumo’s Google Analytics over the past year and find the highest traffic articles with an
above average time on page to test against each other.

After 7 days I switch out the loser and test a new piece of bonus content against the winner.

� Click Trigger for content upgrades in the body of every article

522 CHAPTER 10
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Those are 5 of the ways I’m building our lists at Sumo.

The takeaway: Focus on building lists because they’re a long term asset of the
business that you can also use to promote content and drive more traffic to your blog
every month.

TL;DR- I hit Sumo’s all-time highest blog traffic month ever, beat the 160,000 uniques goal Noah
set by over 20k and doubled the overall blog traffic from 100k to 200k last month. Noah has a
big cheeky "taco" grin on his face everyday now ;)

Chris Von Wilpert, Copy Chief at Sumo.com

P.S. On the next page is a Q&A I did with the HubSpot community about this case study. Enjoy!
523 CHAPTER 10
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Q&A With Hubspot

Nick
This is super valuable, especially the proactive metrics dashboard. I currently do something
similar, but love the idea of focusing entirely on the proactive aspect. It also identifies the
systems that you need in place to truly scale your business during your current phase of
business.

Using article ads for content is nothing new but doing it to your own site is super smart. I'm
wondering since I don't have a product that I'm using for registrations, if this approach would
reduce the effective cost for registrations.

Have you run any tests to compare ads that directly drive Sumo registrations without the initial
article promotion vs with? I'd be curious to see those results :)

Chris Von Wilpert

Hey Nick, thanks for the comment. We are testing a lot of ad variations right now to
beat our top performing audience which is a Lookalike Audience of Pixel-Based Sumo
Registrations.

We get around 700-850 registrations per day though, so we have a big data set to
create highly targeted pixel-based audiences.

So to answer your question, top performing results look like this at this stage:

� Lookalike Audience of Pixel-Based Sumo Registrations

� Pixel-Based Website Visitors
� Cold Traffic
524 CHAPTER 10
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Nick
Thanks for the insight! Yeah from all Facebook Ads people I speak to, 1% lookalike audiences
are the go to currently ;)

I have one other question for you... Fortunately you were in a position where there were a lot of
resources to hit your goals. How do you select which activities to focus on during a given
period? Just discuss with the team?

Chris Von Wilpert

Hey Nick, #1 priority is high standard of content. Noah and I would both edit the
articles until they were at the standard we wanted to post on the blog. We'd never
sacrifice quality for quantity.

Every writer has a clear focus: Write 2 high quality articles per month and help with
any article refreshes I give them.

Every promoter has a clear focus: Do everything on our content promotion checklist.
Do 1 new content promotion test each week. Add it to the checklist if it works. Add it
to the "does not work" list if it doesn't.

We focused on 2 high quality articles per week and promoting them really well.

Nick
Awesome! Thanks for the transparency and insight!
525 CHAPTER 10
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Konstantine Gegeshidze
Thx for sharing these insights, this is something I am gonna test to apply for my workflow, I
assume it would make a big sense. In my workflow, I missed the point of FOCUSING on just 1
promo test each week, rather than used to run several tests, once in a month, which didn't use
to work effectively and was pretty overwhelming.

I am wondering in time spent in your team:

� How much time roughly it usually takes from your promoter to do one content promo?
� How much time do you usually allocate for new promo TEST?

Chris Von Wilpert

Hey Konstantine, honestly we don't time any of it. Building a list of niche-related
newsletters and reaching out to them will take a lot longer than testing LinkedIn
organic promotion. So there is no standard time.

We spend anywhere from 1 week to 1 month for a new promo test. If the data looks
promising after 1 week we will keep doing it, but always make a decision after looking
at how much unique traffic it has driven after 1 month.

Shanelle Mullin
Super happy to see this up, Chris. You're a master of content promotion in my books.

I'm wondering, though:

1. All of these metrics and wins revolve around incoming traffic. Rarely is that the best indicator
of content marketing success. Why'd you and Noah choose traffic as the (seemingly)
core KPI?
526 CHAPTER 10
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2. Interesting thoughts around promoters vs. writers. I think this is a fundamental problem in the
content marketing industry. People call themselves "content marketers" when really they're
exclusively a writer or a marketer. It seems like you're leaning into that growing skill
gap instead of searching for actual content marketers. Would love to know your thinking
around that.

Chris Von Wilpert

Thanks for making this happen Shanelle!

1- Noah had just come back from a month long trip to Israel and was feeling
enlightened. He sent me a message on Skype saying "can you do 500k/mo uniques
by Dec" and I said "yeah dawg" not knowing if I could actually hit it, but I'd give it my
best shot.

I think what Noah saw was:

1. The Sumo blog traffic was stagnating around 100k/mo since the start of the year
and not growing fast enough, so the first step was to increase traffic.
2. Traffic is a metric I can directly control on the blog. To have a signup goal I would
need to control the marketing funnel as well.
3. I don't think this will be our core KPI forever. It may change from traffic to email
opt-ins or free Sumo signups now we have grown traffic fast.

Overall though, Noah believes in setting crazy goals because if you reach for the stars
then you'll hit the moon.

2- I believe you are either a writer or a promoter. Finding someone who can do both
at a high standard is a rare skillset. Also, most writers don't enjoy promoting and most
promoters don't enjoy writing so you take people out of their zone of genius when you
ask them to do both.

I think as soon as you have the resources available you should hire a content promoter
to promote all your writers content. Focus on less content, but invest into promoting it
more strategically.

Writers sometimes invest 40+ hours into a piece of content to make it the best piece
on a topic, and it deserves to be promoted to everyone it can help.

PS- I should rename this to Writers Write. Editors Edit. Promoters Promote.
527 CHAPTER 10
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Editing is also its own skillset. Keri Morgret edited this piece you are reading now, and
it wouldn't be this valuable or include any of the screenshots you see if it wasn't for her
editing skillz.

Shanelle Mullin
Awesome context, my friend. Thanks!

Average Tapir
Strong post, Chris.

Two things I really appreciated:

� The value of email lists and proper segmentation

� The importance of paid social

Paid social, especially Facebook, is continuing to prove itself as an awesome accelerant.

Chris Von Wilpert

Thanks man. Too true, small push with the right piece of content and right layered ad
targeting will make your content "get lit".
528 CHAPTER 10
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Kind Weevil
Love how you show the process man. This is top notch info.

Chris Von Wilpert

Thanks man.

Konstantine Gegeshidze
Great post Chris, before I came across your post about this topic on Linkedin, however, this one
is way more informative with examples.

Loved to see:

� Example of Proactive Metrics Dashboard.

� Get Notification tip on Blog (This is something I might apply in our blog for testing)
� Tailored CTA - For content upgrade. (This is the most converting tip what I've seen so far,
however, many leading blogs are still missing applying it)

Clear example of it was your last CTA sentence...

"Share this pdf on social media and tag me if you want me to send you a copy of the Proactive
Metrics spreadsheet Noah and I use to stay on track to hit our traffic goal every month."

If one went through the whole post it reminds him/her that he can show his gratitude for the
learning what he acquired through the post by sharing / commenting on it - HAH (that's another
HIDDEN TIP in your CTA - love your posts, keep up the great work - keep following)

P.S. One quick question: How do you usually test headlines for A/B test?
529 CHAPTER 10
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Chris Von Wilpert

Great takeaways man. For a/b testing headlines writers come up with 5 different
headlines and then we test them with Facebook ads.

Victor Eduoh
Wow! This is rich and deeply insightful.

What I found and admire most from hitting your target is the ingenuity and creativity, with which
you approached this.

I'm wondering, were your bills going to be halved? Or, was it the pressure to deliver as a
consultant among in-house staff that spanked out this admirable level of creative approach?

Anyway, thanks for documenting and sharing this. And I'd love that spreadsheet.

Hope you hit 300k next. If you do, please do well to share the details too.

Chris Von Wilpert

Thanks Victor. That's what I was paid to do, so I had to deliver or Noah was going to
fly me back to Australia ;) haha

Honestly, I just didn't want to let down Noah and the rest of the Sumo team down, so
I kept trying to come up with new ideas to hit the goal. The weekly accountability I
mentioned at the start of the post helped a lot with this.
530 CHAPTER 10
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In the weekly accountability meeting, if you're not on track for your goal then you need
to say what you're going to do to get back on track. It doesn't necessarily mean you
will hit your goal, but you are actively taking actions you think will get you back
on track.

Paula Allen
When I read the goal Noah had set for you at the outset, it sounded impossible to reach in your
first month. I mean, how did you even know enough about the company/product/audience/etc.
to come up with a plan right off the bat?

Or did you just pull out your best list of what worked with other clients and start throwing
everything at the new project willy nilly?

Oh, and I would love to get a copy of your metrics dashboard... thank you for offering. :)

Chris Von Wilpert

I looked at Sumo's top customer case studies and built a buyer persona around the
decision maker at one of Sumo's biggest accounts (Tony Robbins).

I then created a Market Map where I analyzed the top blog posts on other top
marketing sites. This gave me an idea for a Sumo Growth Studies series I could come
up with for Sumo that aligned with one of their biggest buyer personas.

I also had a list of promotion tactics that I used to promote this piece of content for
Noah on his personal blog, OkDork before I started growing the Sumo blog. The
audience for Noah's personal blog and the Sumo blog is very similar.

I just sent you a copy of the Proactive Metrics Dashboard via Twitter.
531 CHAPTER 10
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Paula Allen
Chris, huge thanks! I'm reading that OKDork post and even more light bulbs are going on. Your
willingness to share how you do what you do is teaching me (and others) so much!

Patrick Coombe
Wow really cool case study, I just shared it. also really great blog in general I wasn't even ware
Sumo had a blog!

Chris Von Wilpert

Thanks man.

Average Echidna
Love your focus on distribution. As a content marketer, I constantly feel like Owen Wilson
throwing seven different kinds of smoke.
532 CHAPTER 10
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You have to keep trying new things, testing and then trying new things again. What works for
one client or situation does not always work for the next one and having a mix of distribution
tools in your arsenal is the best ammo -- and a list of people to distribute too is gold. I also
completely agree with you on mixing paid options into content distribution. It just takes too long
now and is often not cost-effective from a time perspective to build slow organic growth without
the support of paid options. Great post!

Chris Von Wilpert

Thanks Katy, sounds like you've been doing this a long time and know what's up. Def
need to do more than just rely on organic traffic for faster growth.
533 CHAPTER 10
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Kurt
Love the success and details of what you did, congrats!

Chris Von Wilpert

Thanks Kurt

Dejan Gajsek
Man, on one point I can see how stressful it is when you're running behind but on another, it
pushes you to find the right way. The question is, have you find the way to crack it and is this a
scalable system or you have to keep adjusting and finding new levers to maintain the growth?

Shared!

Chris Von Wilpert

Hey Dejan, it's still too early to tell. I've only been here since August, but so far we
have continued to grow traffic. Every week we are testing new promotion tactics and
adding the ones that work to improve our system.
534 CHAPTER 10
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Frantic Puma
Great stuff Chris. Your content is on point at the moment dude!

Also really liked the proactive metrics dashboard. Good stuff.

Chris Von Wilpert

Thanks man

Fair Eland
You guys are great at Sumo. I love your details. Thanks for sharing. I can't wait to share with my
colleagues and my network. Well done.

Chris Von Wilpert

Thanks dude.
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Alec
Very valuable information. I am struggling to build my eBook traffic on my website currently. I
love the process, this is very helpful.

Chris Von Wilpert

Awesome, glad you liked it Alec.

Condemned Goosander
Awesome stuff - some real nuggets in here. Thanks !

Chris Von Wilpert

No worries, with this in your top pocket you can now make more peoples dreams
a reality.
536 CHAPTER 10
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Tender Sloth
Super Article. Without sharing the content on social media feeds, your in trouble. What else do
you work on?

I have a small consulting company where I would like increase its presence. Should I blog to
increase relevance?

Chris Von Wilpert

Thanks, what else we do to promote would be another full post on it's own. There are
a lot of examples and screenshots here of other traffic tactics we use:
https://sumo.com/stories/increase-website-traffic

Without having any blog at all, it's best to start with what I've provided here. You don't
need to worry about anything else until you have these 7 fundamentals in place.

I don't know if blogging will help you. To find out, I'd start by looking at:

1. Are your competition blogging? If so, is the content getting shared.

2. What common problems do your target customers have.

Combine those 2 things to come up with a series of topics you can cover, then write
and promote 1 article a week for 3 months to test it out.

That's what I did when I first started.

Irfan Ahmed Khan

Hi Chris, such a nice inspiration for blogging & content marketing. Thanks for sharing these
figures.
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Chris Von Wilpert

No worries man, go get it!

Desdemona
Whew! That was good. Sharing!

But...how did you determine your budget to meet your goal? That's always the rub. Can we buy
what we need? Thoughts?

Chris Von Wilpert

Hey Desdemona, it's not always a simple task to determine the exact budget you'll
need at the start, so you make an educated guess and then review how you are doing
against your goal every week.

You look at which activities are contributing most to your goal and which aren't. You
then cut the ones not working, try to double down on the ones that are working, and
test new activities.

Within a month you should have a good idea of how you are doing against your goal
with the budget you started with. You can then review if what you're doing is working,
but you just need more budget to scale it, or if you need to review other activities you
can test to try and hit your goal the next month before increasing budget.
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Desdemona
True, but you only had a month to hit your target! :-)

Chris Von Wilpert

2 months before I started helping grow Sumo I wrote and promoted an article on
Noah's personal blog OkDork that generated 27,000 traffic in one month. So I was
able to take a lot of the content promotion items I used on that article and apply it to
Sumo from day #1.

What I learned from that experience I was able to apply to the 8 articles I published on
Sumo in month #1 while working within the budget. It just turned out in this instance
that the educated guess Noah made on the budget for the first month was accurate.

Patrick Whatman
Great post Chris! I love the "bonus material" tip - changing it out regularly for top performing
content.

Chris Von Wilpert

Thanks man, that one is a nugget. Requires no extra content creation, just give peeps
your best stuff while building your list.
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Anna
Indeed...another great post with valuable insights. You need to invest more dollars to succeed.

Chris Von Wilpert

Thanks Anna.

Akos
Thank you very much for sharing your case study with us.

I would like to ask 2 questions:

1. In section 5, you mentioned that you have 15 standards for your articles, but only 4 is shown
there. I'm sure some of them are top secrets, but could you share a few additional standards
with us?
2. In section 2, you advised to have one metric to track against. In your case, it was the unique
monthly traffic, but what other metrics would you advice to consider for a growing up content
manager?

Thanks in advance!
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Chris Von Wilpert

Hey Akos, here are my answers:

1. Here are 3 more "top secret" standards for you:

� Keep the intro short (use curiosity, social proof or a unique data point to get
people interested)
� Add your content upgrade within the article wherever it makes the most sense
contextually
� Use images / graphs / quotes to break up your content and help explain what
you're saying

2. The other metrics I would advise to consider are:

� Email Opt-ins (setup a Goal inside Google Analytics to track number of email
opt-ins)
� Sales (setup Enhanced Ecommerce inside Google Analytics to track sales
against each article)

Akos
Thanks for the answers! One more thing!

What tools would you recommend for those who just launched a blog in order to find the right
keywords?
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Chris Von Wilpert

I'd recommend following this process if trying to map out a new content strategy
around keywords. This is a process to prioritize the highest buy intent keywords with
the highest search volume:

1. Enter a broad topic you want to target into Answer The Public and download the
CSV file of content ideas it generates
2. Copy and paste the full list of content ideas from the CSV file into the “Get search
volume data and trends” section of Google Keyword Planner
3. Download the keyword ideas CSV file from Google Keyword Planner sorted by
highest monthly search volume and remove all columns except for “Keyword” and
“Average monthly searches”
4. Categorize the top 100 keywords by intent using the following 3 categories:
i. Buy: Shows someone wants to buy something (eg: organic toothpaste)
ii. Learn: Shows someone wants to learn something (eg: toothpaste ingredients)
iii. Random: Unrelated or branded keyword (eg: colgate toothpaste)
5. Grab the top keyword from your categorized keyword list, type it into Answer The
Public and download the CSV file
6. Copy and paste the “Questions” suggestions into Google Keyword Planner
7. Group the top 10 searched questions people ask on Google into sections to form
the basis for your content outline

Akos
Thanks a lot for your answers! :)
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Bill Widmer
Chris, this is pure gold man!! LOVE IT!

Chris Von Wilpert

Thanks Bill. You get 1st prize for sharing this post with your Mom ;)

Akos
Awesome piece Chris, lots of value from it!

Chris Von Wilpert

Thanks man.
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Stephen Jeske
Great work Chris! Love the concept behind Proactive Metrics spreadsheet. Simple,
straightforward and really useful. I would really appreciate getting a hold of a copy. :)

Chris Von Wilpert

You got it my man, sending you over a copy.

Alex
Yes please to the spreadsheet :) Thanks for sharing all this. I've already implemented a couple
of ideas here.

Chris Von Wilpert

Sure thing Alex, just shared it with you via LinkedIn. Love that you're implementing it
already.

Money follows speed!

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Liz Froment
Thanks for this share Chris. I love how you laid it out. We're working on getting way more
organized about tracking these sort of things so the proactive spreadsheet looks like something
that could work really well for us. Excited to start putting some of these into action ASAP. Thanks
again!

Chris Von Wilpert

Thanks Liz. Just sent a copy of my proactive metrics spreadsheet to you on LinkedIn.
Best of luck with it.

Roman Delcarmen
Really useful article I will save it to my bookmarks.

Chris Von Wilpert

Thanks man, good luck with it ;)
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Nici Sandberg
I'm on the slow-and-steady course here. I'd love to get some paid support, but nothing yet.
We're struggling with #6 :) And a little bit #5. But still... not too shabby tho! (this represents just
one of 40 sites I work on)

Chris Von Wilpert

Hey Nici, I love that graph (hint: anything up and to the right, I love). For #6 one way
that can help you justify spending money sending paid traffic to your content is to use
this formula:

Total yearly revenue / total subscribers / 12 = Max CPL (cost per lead)

Now you have one metric you can measure your paid ad spend against (Max CPL)
because you've calculated your earnings per lead and the max cost per lead you need
to breakeven on one month's earnings.

Depending on your risk tolerance you can adjust this to 0.5x Max CPL so that you're
always profitable or 3x Max CPL because you don't mind floating the cost for 90 days.

Written by
Chris Von Wilpert
Chris Von Wilpert is the Copy Chief at Sumo.com where he leads Sumo's
content strategy. You can ask him anything about marketing your business
or the case studies in this book on his personal Facebook profile.